Radisson ChatGPT plugin places hotel discovery directly inside conversational AI, letting travelers compare properties, view maps, check pricing and amenities, and then move to Radisson’s booking channel to complete reservations. Launched through a partnership with Accenture Song and built using OpenAI technology, the plugin is designed to capture travelers earlier in their planning journeys and to strengthen Radisson’s direct booking channel.
The new experience surfaces hotel suggestions within ChatGPT, including an interactive map and side-by-side pricing comparisons. Users can read detailed amenity information without leaving the conversation and are given a direct path back to Radisson’s site when they decide to book. Accenture led development and strategy to secure both organic placement within ChatGPT and the integration of paid advertising in the same environment.
Accenture’s involvement builds on an existing relationship: the company has supported Radisson’s direct digital channel in recent years, combining digital media strategy with transformation of core capabilities to drive bookings and deepen guest relationships. That prior work enabled a rapid development cycle when the two organizations began exploring ChatGPT as a new discovery surface. According to Radisson and Accenture, an agentic development approach allowed the team to design and launch the Radisson Hotels plugin in roughly six weeks.
Under the hood, Accenture constructed a managed control plane (MCP) server and a suite of supporting APIs to power the plugin. This infrastructure not only delivers the organic plugin experience but also operates sponsored ad placements and is intended to support additional features in future releases. The MCP and APIs are the backbone for both discovery and commerce workflows within the ChatGPT environment.
Early performance metrics have been encouraging. For July–August 2026, visits that began via the plugin converted to bookings at about 1.5 times the rate of Radisson’s organic search traffic, according to Radisson and Accenture. That uplift suggests the plugin can create a direct path from conversational discovery to Radisson’s booking channel and improve the efficiency of guest acquisition.
Alongside the organic plugin placement, Radisson is among the first hospitality companies to run sponsored advertising inside ChatGPT. The paid campaign launched in July and has expanded into more markets across Europe and additional territories. Accenture reports that more than half of the campaign’s recorded checkout and booking events were attributed through view-through measurement, indicating a discovery impact beyond direct ad clicks.
A recent ChatGPT update has also reduced friction for users: if a traveler has the Radisson plugin installed, ChatGPT can surface the plugin automatically when it is relevant to a query, without the user needing to tag @RadissonHotels. Accenture says this change improves plugin discoverability at the point of trip planning and helps the experience feel more integrated into conversational sessions.
Radisson frames the move as both defensive and opportunistic. Defensively, the company is securing visibility in the places where consumers now research travel. Opportunistically, Radisson and Accenture are testing new commercial paths that could increase direct bookings and benefit hotel owners. Radisson operates more than 1,640 hotels across ten brands in EMEA and APAC, and the company views a stronger direct channel as a route to more efficient guest acquisition and improved long-term value for owners.
Future priorities include encouraging wider adoption of the plugin among users and adding new features inside the ChatGPT experience; the MCP server and supporting APIs are expected to underpin those next steps. Radisson and Accenture emphasize that the combined organic and sponsored approach is intended to capture attention during early decision points—when travelers are being inspired and comparing options—rather than waiting until shoppers reach traditional hotel websites.
Embedding hotel discovery in ChatGPT reflects a broader shift in how travelers find and shortlist hotels: much of the earliest research now happens in conversational and discovery surfaces before a visitor reaches a hotel’s site. By making hotel comparisons and pricing available within ChatGPT, Radisson aims to meet consumers where they are researching and to convert that interest into bookings through a streamlined path back to its own channels. The early conversion gains suggest this integrated approach could reshape how hospitality brands compete for attention and bookings in conversational AI environments.
Radisson’s plugin is an early example of lodging companies experimenting with built-in discovery inside large language model interfaces. As the partnership with Accenture evolves and the underlying infrastructure expands, the company plans to iterate on both organic experiences and paid placements to drive adoption and measurable commercial outcomes.
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