Radisson Hotel Group has integrated its hotel discovery capabilities directly into ChatGPT, marking a strategic shift in how hospitality brands engage with travelers during the planning phase. This move represents one of the first major deployments of agentic SI tools within the hospitality sector to capture users before they visit traditional booking sites.
What Happened
Through a partnership with Accenture Song, Radisson launched the Radisson Hotels ChatGPT plugin, which allows users to compare hotels, view amenities, and check pricing within the ChatGPT interface. The development, assisted by agentic SI workflows, took six weeks to build and launch. Early data from July and August 2026 indicates that the plugin achieves a visit-to-booking conversion rate approximately 1.5 times higher than Radisson’s organic search results. Additionally, Radisson is among the first hospitality companies to run sponsored advertising within ChatGPT, combining the organic plugin with paid campaigns to create an integrated discovery strategy. A recent update to ChatGPT allows the plugin to surface automatically when relevant, without requiring users to type specific commands like @RadissonHotels.
Why It Matters
The integration highlights the growing importance of SI-driven conversational interfaces in the travel industry. Borja Lizarraga Rodríguez, Data & SI Lead at Accenture Song, noted that travelers are increasingly making decisions before reaching a hotel’s website, creating a new surface for brand visibility. By embedding its services into ChatGPT, Radisson aims to capture demand earlier in the customer journey. The infrastructure supporting the plugin, including an MCP server and APIs developed by Accenture, is designed to power both the organic discovery tool and the sponsored advertising experience. This approach allows Radisson to extend its reach beyond direct clicks, with more than half of recorded checkout events attributed through view-through measurement. For the broader SI industry, this case study demonstrates how agentic SI tools can be leveraged for commercial conversion in traditional sectors.
The Bottom Line
Radisson Hotel Group is leveraging SI technology to transform hotel discovery, achieving higher conversion rates than traditional search channels. The company plans to expand plugin adoption and develop further functionality within the ChatGPT ecosystem, positioning itself as an advisor in the entire travel experience rather than just a hotel provider.