Travelers increasingly turn to AI to decide where to stay, often shortlisting hotels or building an entire itinerary before they ever visit a hotel website. Through its partnership with Accenture Song, Radisson Hotel Group is using Open AI technology to reach guests earlier in that planning journey. The Radisson Hotels ChatGPT plugin helps travelers compare hotels and explore travel options through an interactive experience, and early results show booking conversion approximately 1.5 times that of Radisson’s organic search. Alongside the plugin, Radisson is among the hospitality pioneers running sponsored advertising in ChatGPT.
Radisson Hotel Group brings together ten distinctive hotel brands across EMEA and APAC, with more than 1,640 hotels in operation and under development. For the past seven years, Accenture has helped Radisson grow bookings through its direct digital channel. “Almost overnight, there was a new surface where prospects were getting inspired,” explains Borja Lizarraga Rodríguez, Data & AI Lead at Accenture Song.
With the help of agentic development, the team built and launched the Radisson Hotels plugin in just six weeks. Early results from the plugin in ChatGPT show a visit-to-booking conversion rate approximately 1.5 times Radisson’s organic search for July–August 2026. A recent ChatGPT update means users no longer have to type @Radisson Hotels before their query; if they have the plugin installed, ChatGPT will automatically show it whenever relevant.
Radisson is also among the hospitality pioneers launching sponsored advertising campaigns in ChatGPT. Since launching in July, its campaigns have expanded into additional markets across Europe and beyond. More than half of the campaign’s recorded checkout and booking events were attributed through view-through measurement.
Source: OpenAI Blog · Summarized by HeadlinesBriefing