Radisson Launches ChatGPT Plugin and Ads, 1.5x Conversion

Radisson has launched a plugin on ChatGPT, supported by sponsored advertisements, to guide travelers from conversational search to direct booking. The initial figures indicate a conversion rate approximately 1.5 times higher than organic search, and the development was completed in six weeks in collaboration with Accenture.

Announced conversions at x1.5 and a dated timeline

Radisson reports that for July-August 2026, the visit-to-booking conversion rate of its ChatGPT plugin reaches about 1.5 times that of organic search on its own channels. This level of performance is also mentioned in the initial feedback and results communicated. The plugin was developed in six weeks using an agile approach.

An integrated search and sorting experience within ChatGPT

The Radisson Hotels plugin allows travelers to search, compare, and book hotels while planning their stay. Within ChatGPT, it displays suggestions for Radisson properties on a map, offers price comparisons and access to amenities, and then directs the user to the Radisson website to finalize the booking. This system directly connects conversational discovery to the group's booking channel.

Sponsored advertisements and technological partnership

Radisson is among the first players in the hospitality industry to activate sponsored advertisements in ChatGPT, combining this media purchase with its branded plugin in an integrated discovery strategy. The development was carried out with Accenture, leveraging OpenAI technology through Accenture Song to engage earlier in the customer planning journey. Accenture has been supporting Radisson for seven years to increase bookings through the direct digital channel, combining strategy, media execution, and digital capability transformation.

Market context and Radisson's stated position

The use of AI is increasing in accommodation choices. Accenture observes a transformative impact on the travel sector, and according to Borja Lizarraga Rodríguez, a new surface for inspiration and comparison has quickly emerged, allowing prospects to make their decisions even before accessing a hotel website. The Radisson group, which encompasses ten brands in EMEA and APAC and more than 1,640 hotels in operation or development, expresses its intention to anticipate these changes. Gianni Di Fede highlights the ambition to be at the forefront of these shifts, while Velit Dundar aims to provide a seamless transition from the idea of travel to booking. Radisson believes that the way users make their travel decisions has significantly changed with AI and will continue to evolve, positioning itself as an advisor on the travel experience.