Radisson Hotel Group brings hotel discovery into ChatGPT via new plugin

Radisson Hotel Group, in partnership with Accenture Song, launched a ChatGPT plugin that allows travelers to find, compare, and plan hotel stays directly within the AI interface. Built using OpenAI technology, the plugin integrates maps, pricing, and amenities to streamline the planning process, aiming to capture guests earlier in their decision journey before they visit traditional hotel websites. Users can then continue to the Radisson site to complete their booking.

Performance and Adoption

Early data from July and August 2026 indicates that the plugin generates a visit-to-booking conversion rate approximately 1.5 times higher than Radisson’s organic search channel. The plugin was developed and launched in just six weeks using agentic development techniques. Recent updates to ChatGPT allow the plugin to appear automatically when relevant, eliminating the need for users to manually type @RadissonHotels.

Integrated Advertising Strategy

Radisson is also among the hospitality pioneers utilizing sponsored advertising in ChatGPT. Since launching these campaigns in July, more than 54% of recorded checkout and booking events have been attributed to ad views through view-through measurement. This integrated approach combines organic plugin visibility with paid placements to drive direct bookings.

Technical Infrastructure

Accenture developed an MCP server and APIs that power both the plugin and the advertising experience. This infrastructure supports Radisson’s broader strategy to become a travel advisor rather than just a hotel chain, with plans to expand functionality and encourage further plugin adoption across its 1,640+ hotels in EMEA and APAC.