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Radisson Hotel Group brings hotel discovery into ChatGPT

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Radisson Hotel Group brings hotel discovery into ChatGPT

Radisson partnered with Accenture to build a ChatGPT plugin using OpenAI technology, helping travelers find, compare, and book hotels while planning their trips.

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 OpenAI technology to reach guests earlier in that planning journey. The Radisson Hotels ChatGPT plugin⁠(opens in a new window) 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(opens in a new window), bringing its branded plugin and paid advertising together as part of an integrated discovery strategy.

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, combining digital media strategy and execution with a transformation roadmap for its core digital capabilities. A stronger direct digital channel helps Radisson attract guests more efficiently and build relationships that encourage repeat stays. For hotel owners, this translates into stronger commercial performance and greater long-term value from their partnership with Radisson Hotel Group.

This work meant Accenture had a front-row seat to AI’s transformative impact on the travel industry.



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