OpenAI Reports Early Results for Radisson Hotels ChatGPT Plugin

OpenAI on October 7, 2026 published a customer story disclosing early results for the Radisson Hotels ChatGPT plugin that Radisson Hotel Group built with Accenture using OpenAI technology, reporting that the plugin’s visit-to-booking conversion was approximately 1.5 times that of Radisson’s organic search during July–August 2026.

The plugin helps travelers find, compare, and book hotels while planning trips inside ChatGPT, part of Radisson’s effort through its partnership with Accenture Song to reach guests earlier in the planning journey. Users see Radisson hotel suggestions on a map, compare pricing, and view hotel amenities in detail within the chat, then continue to Radisson’s website to complete the booking. OpenAI also described Radisson as among the hospitality pioneers running sponsored advertising in ChatGPT, pairing the branded plugin with paid campaigns as part of an integrated discovery strategy.

Early Results From a Six-Week Build

According to OpenAI’s account, the team built and launched the Radisson Hotels plugin in six weeks with the help of agentic development. OpenAI said the plugin gives travelers a direct path from conversational hotel discovery to Radisson’s own booking channel.

“Initial results are encouraging, with our ChatGPT plugin converting at around 1.5 times organic search,” said Velit Dundar, vice president of global ecommerce at Radisson Hotel Group.

Radisson Hotel Group operates ten hotel brands across EMEA and APAC, with more than 1,640 hotels in operation and under development. Gianni Di Fede, the group’s chief commercial officer, framed the work as meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties.

Automatic Surfacing and the July Launch

A recent ChatGPT update changed how travelers encounter the plugin. OpenAI said users no longer have to type @RadissonHotels before a query; if the plugin is installed, ChatGPT will automatically show it whenever relevant. Brittny Cantor, agentic commerce lead at Accenture, said Accenture is “really excited about that change to increase discoverability.”

The plugin originally launched on July 28, 2026, when Radisson Hotel Group and Accenture announced the @RadissonHotels app in a joint release. At launch, the app let travelers search Radisson properties across more than 100 countries and more than 1,000 hotels through natural conversation, returning relevant properties with live inventory and rates, location context, amenities, hotel details, and interactive map-based results. Launch examples in the release included planning a family-friendly weekend stay in Amsterdam and finding a Paris hotel with a gym and spa near the Eiffel Tower.

The July release framed the app as a step in Radisson Hotel Group’s move toward agentic commerce, which the companies described as a shift from traditional, channel-based booking journeys to AI-led experiences in which discovery, comparison, and decision-making happen through conversation.

Sponsored Advertising and Shared Infrastructure

Radisson’s sponsored advertising campaigns in ChatGPT launched in July 2026 and have since expanded into additional markets across Europe and beyond, according to OpenAI’s story. OpenAI reported that 54% of the campaigns’ recorded checkout and booking events were attributed to ad views through view-through measurement, extending Radisson’s assessment of discovery beyond direct ad clicks.

Accenture designed the underlying infrastructure to support more than a single application. The MCP server and APIs that Accenture developed for the Radisson plugin also power the ads experience and, according to OpenAI’s account, will play a role in other new features to come.

Partnership Background and Stated Plans

Accenture has supported Radisson’s direct digital booking channel for the past seven years, combining digital media strategy and execution with a transformation roadmap for the group’s core digital capabilities. The plugin collaboration began with an MCP accelerator inside Accenture’s AI Merchant Center, an agentic readiness and intelligence platform used to structure, validate, and optimize how Radisson’s content, inventory, rate, and booking signals could be monitored for AI-led discovery, Accenture’s release said. Accenture is an Elite Partner of the OpenAI Partner Network and was named OpenAI’s AI Transformation Partner of the Year.

Accenture’s Consumer Pulse Research, cited in the July announcement, reported that 87% of travelers are open to collaborating with an AI-powered travel agent to find the best option, and that 71% of travelers say at least half of their spend for hotels or airlines will be influenced by AI over the next 12 months.

At the July launch, the companies said they plan over time to expand the experience with deeper personalization, loyalty recognition, in-chat booking, reservation management, trip modification, and AI concierge capabilities. OpenAI’s story names Radisson’s next priorities as encouraging plugin adoption and developing additional functionality within the ChatGPT experience, and it describes the group as determined to be the first among its competitors to capitalize on the changes in how travelers make decisions about travel.