Radisson Hotel Group Introduces ChatGPT Plugin
Radisson Hotel Group has launched a new ChatGPT plugin, developed in partnership with Accenture and powered by OpenAI technology, aimed at enhancing the hotel discovery process for travelers. This innovative tool allows users to discover, compare, and book hotels seamlessly during their trip planning.
Plugin Features and Development
The Radisson Hotels plugin offers a user-friendly interface that displays hotel suggestions on a map, showcases pricing and amenities, and provides a direct path from conversational discovery to Radisson’s booking channel. Accenture played a crucial role in building the plugin and its supporting infrastructure, which includes an MCP server and APIs designed to facilitate advertising and future features. Utilizing agentic development methods, the team successfully built and launched the plugin within six weeks.
Recent Updates and User Experience
A recent update to ChatGPT allows users with the plugin installed to access it without needing to prefix their queries with @RadissonHotels; the plugin will now appear automatically when relevant. This change is expected to enhance user experience and increase the visibility of Radisson’s offerings.
Performance Metrics and Advertising Strategy
Early performance metrics from July to August 2026 indicate that the plugin’s visit-to-booking conversion rate is approximately 1.5 times higher than Radisson’s organic search. Additionally, Radisson has implemented sponsored advertising within ChatGPT as part of an integrated discovery strategy. Notably, over half of the recorded checkout and booking events from these campaigns were attributed through view-through measurement, highlighting the effectiveness of this approach.
Strategic Goals and Future Directions
Radisson operates more than 1,640 hotels across EMEA and APAC, and the company has been collaborating with Accenture for seven years to enhance its direct digital channel through media strategy and digital transformation. Since the plugin’s launch in July, advertising campaigns have expanded into additional European and other markets. Company leaders emphasize the importance of connecting conversational discovery to direct bookings, with Gianni Di Fede, Chief Commercial Officer, stating that they are reimagining hotel discovery to align with new planning habits. Velit Dundar, Vice President of Global Ecommerce, reiterated the focus on linking ChatGPT conversations with Radisson’s booking experience.
Looking Ahead
As Radisson continues to adapt to changing travel habits, the next priorities include encouraging plugin adoption and enhancing functionality within the ChatGPT experience. The collaboration with Accenture and OpenAI positions Radisson to remain at the forefront of hotel discovery in the evolving travel landscape.
Original source: OpenAI News