Radisson Hotel Group, in partnership with Accenture Song, launched a ChatGPT plugin and sponsored advertising campaigns to reach travelers during the hotel discovery phase (OpenAI News). The plugin enables users to compare hotels, explore travel options, and view pricing and amenities directly within ChatGPT before completing bookings on Radisson's site (OpenAI News). The team built and deployed the plugin in six weeks using agentic development (OpenAI News).
Early results from the plugin show a visit-to-booking conversion rate approximately 1.5 times that of Radisson's organic search for July–August 2026 (OpenAI News). Radisson is among hospitality pioneers running sponsored advertising in ChatGPT as part of an integrated discovery strategy, with more than half of recorded checkout and booking events attributed through view-through measurement (OpenAI News). This shift reflects how travelers increasingly use AI to shortlist hotels and plan itineraries before visiting hotel websites, making AI assistants a critical new front door for customer acquisition.
Radisson's next priorities include encouraging plugin adoption and developing additional functionality within ChatGPT (OpenAI News). The underlying infrastructure—MCP server and APIs developed by Accenture—is designed to support multiple applications and will power future features beyond the current plugin and ads offering (OpenAI News).