Radisson Hotel Group has reported a booking conversion rate approximately 1.5 times higher through its ChatGPT integration than through organic search, according to new figures published by OpenAI.
Radisson first announced its partnership with Accenture in July, launching a hotel discovery service within ChatGPT that allows travellers to search for properties and compare prices. Customers are also able to view hotel locations on an interactive map, with the service covering more than 1,000 hotels across 100 countries. Customers are then directed to Radisson’s website to complete their bookings.
Gianni Di Fede, Chief Commercial Officer, Radisson Hotel Group commented:
“AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift. With Accenture and OpenAI, we are reimagining hotel discovery for the next generation of travelers, meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties.”
Developed by Accenture Song using OpenAI technology, the integration took six weeks to build and launch. It is designed to reach potential customers during the travel planning process, before they visit a hotel website. The results, measured during July and August 2026, provide an early indication of how AI-powered hotel discovery is translating into bookings.
The service has since been updated so that users who have installed the Radisson integration no longer need to mention the hotel group in their prompts. Instead, relevant properties can be surfaced automatically during travel-planning conversations.
Brittny Cantor, Agentic Commerce Lead at Accenture, explained:
“If you’re planning a trip to Madrid, and there’s a new Radisson Hotel you might want to consider, now in ChatGPT it will just automatically work. We’re really excited about that change to increase discoverability.”
The move comes as research released in June found that 87% of travellers were open to using an AI travel agent to find the best option, with 71% expecting AI to influence at least half their hotel or airline spending over the following year. However, while 74% of consumers were comfortable delegating routine tasks to AI, just 9% were willing to let it make purchases autonomously.
Borja Lizarraga Rodríguez, Data & AI Lead at Accenture Song, said:
“Almost overnight, there was a new surface where prospects were getting inspired, comparing different alternatives, and almost making their decision before even reaching a hotel’s website. It was critical for us to ensure the visibility of Radisson across this new experience.”
Alongside the hotel discovery service, Radisson has been running sponsored advertising campaigns within ChatGPT since July, expanding into additional European and international markets. OpenAI reports that 54% of recorded checkout and booking events associated with the advertising campaigns were attributed to ad views through view-through measurement, rather than direct clicks.
Velit Dundar, Vice President, Global Ecommerce, Radisson Hotel Group added:
“We want guests to move naturally from a travel idea to a hotel they can book with confidence. Working with Accenture Song and OpenAI, we are bringing our branded app and sponsored advertising together in ChatGPT as part of one discovery strategy. Our focus is to connect those conversations to our direct booking experience, making the journey easier for guests and building a channel we can develop as travel planning evolves.”
