Radisson Hotel Group brings hotel discovery into ChatGPT

Radisson Hotel Group, in partnership with Accenture Song, has launched a ChatGPT plugin that lets travelers compare hotels, view pricing and amenities on a map, and book directly through Radisson's channel. Early results show the plugin's visit-to-booking conversion rate is roughly 1.5 times that of Radisson's organic search for July–August 2026. Radisson is also among the first hospitality companies running sponsored advertising in ChatGPT, integrating its branded plugin and paid ads into a broader discovery strategy. Accenture built the plugin in six weeks using agentic development, and the underlying MCP server and APIs also power the ads experience. A recent ChatGPT update automatically surfaces the plugin when relevant, without requiring users to type @RadissonHotels. Radisson aims to become a trusted travel advisor and strengthen direct guest relationships, with next priorities including wider plugin adoption and new ChatGPT functionalities.

(Source：OpenAI)