Radisson brings hotel search and booking handoff to ChatGPT

Radisson Hotel Group and Accenture launched a ChatGPT plugin that lets travelers find and compare Radisson properties before handing them off to Radisson’s website to book. Sponsored ads in ChatGPT run alongside the plugin, giving the hotel group organic and paid routes into its direct-booking channel.

The hotel-discovery workflow accepts natural-language requests, such as a family-friendly stay in Amsterdam or a Paris hotel with a gym and spa. It returns properties with live inventory and rates, location context, amenities, hotel details and map-based results. Accenture said the app covered more than 1,000 hotels in over 100 countries at launch. Travelers still leave ChatGPT to complete a reservation on Radisson’s site. A similar transaction boundary appears in Safeway’s ChatGPT shopping flow, which builds a cart in ChatGPT before sending the shopper to Safeway for checkout.

OpenAI said a recent ChatGPT update can surface the installed plugin automatically when relevant, so users no longer need to begin a request with @RadissonHotels. The company also said Accenture built the plugin in six weeks with agentic development. The MCP server and APIs created for the plugin also power the sponsored-advertising experience. MCP, or Model Context Protocol, is part of the technical layer linking Radisson’s systems to the ChatGPT experience.

The early performance numbers come from the companies, and OpenAI’s public case study does not identify an independent audit. OpenAI said the plugin’s visit-to-booking conversion rate during July and August 2026 was about 1.5 times Radisson’s organic-search rate. It did not disclose visit totals, booking totals, absolute conversion rates or a controlled comparison.

OpenAI also said 54% of the ad campaign’s recorded checkout and booking events were attributed to ad views through view-through measurement. The figure shows how events were credited, not whether the ads caused them. The disclosed material did not specify the attribution window, event count or incremental lift.

Accenture said the app connects directly to Radisson’s existing systems for real-time hotel information. The partners used an MCP accelerator from Accenture’s AI Merchant Center to structure and validate content, inventory, rate and booking signals. Accenture described personalization, loyalty recognition, in-chat booking, reservation management, trip modification and AI concierge functions as future plans, without giving release dates.