Radisson hotels leverages ChatGPT plugin to enhance travel booking experience

Radisson Hotel Group, in partnership with Accenture, launched a ChatGPT plugin to help travelers discover, compare, and book hotels. Developed in six weeks, the plugin allows users to view hotel suggestions on a map, compare pricing, and access detailed amenities within ChatGPT, with booking options on Radisson’s website. Early results show a 1.5 times higher conversion rate compared to organic search during July–August 2026. Borja Lizarraga, Data & AI Lead at Accenture Song, emphasized the shift in traveler behavior toward AI-driven decision-making. Radisson is also running sponsored advertising campaigns in ChatGPT, expanding into additional European markets since July. The plugin’s success is supported by Accenture’s infrastructure, which also powers the ads experience. Velit Dundar, Vice President of Global Ecommerce at Radisson, noted the company’s focus on becoming a trusted advisor in the travel experience, leveraging AI to strengthen direct guest relationships and drive profitable growth. The plugin’s integration with ChatGPT has been enhanced by a recent update, allowing automatic display of Radisson’s content without the need for users to type @RadissonHotels. Brittny Cantor, Agentic Commerce Lead at Accenture, expressed excitement about the increased discoverability. Radisson aims to lead its competitors by capitalizing on AI-driven changes in travel decision-making, with future priorities including plugin adoption and additional functionality within the ChatGPT experience.