Radisson Hotel Group brings hotel discovery into ChatGPT

Radisson Hotel Group, working in partnership with Accenture Song, has introduced a ChatGPT plugin and sponsored advertising campaign utilizing OpenAI technology. Designed to reach travelers earlier in their planning journey, the Radisson Hotels plugin enables users to discover, compare, and explore hotels through an interactive conversational experience. The tool integrates maps, hotel details, and pricing directly within ChatGPT before directing users to Radisson's website to complete bookings. Developed and launched in six weeks with the help of agentic development, the plugin leverages an MCP server and APIs designed by Accenture. According to the source, early results from July and August 2026 indicate that the plugin achieves a visit-to-booking conversion rate approximately 1.5 times higher than Radisson's organic search. Recent updates to ChatGPT allow the plugin to trigger automatically when relevant, without requiring users to manually type a specific handle. Alongside the organic plugin, Radisson has engaged in sponsored advertising campaigns within ChatGPT across Europe and other markets, with over half of the recorded checkout and booking events attributed through view-through measurement. Velit Dundar, Vice President of Global Ecommerce at Radisson Hotel Group, notes that the company aims to be a trusted advisor wherever a traveler's journey begins, while Accenture representatives emphasize the importance of maintaining brand visibility on new AI-driven discovery surfaces.