Radisson Hotel Group brings hotel discovery into ChatGPT

A new front door for hotel discovery

Radisson Hotel Group brings together ten distinctive hotel brands across EMEA and APAC, with more than 1,640 hotels in operation and under development. For the past seven years, Accenture has helped Radisson grow bookings through its direct digital channel, combining digital media strategy and execution with a transformation roadmap for its core digital capabilities. A stronger direct digital channel helps Radisson attract guests more efficiently and build relationships that encourage repeat stays. For hotel owners, this translates into stronger commercial performance and greater long-term value from their partnership with Radisson Hotel Group.

This work meant Accenture had a front-row seat to AI’s transformative impact on the travel industry. “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,” explains Borja Lizarraga Rodríguez, Data & AI Lead at Accenture Song. “It was critical for us to ensure the visibility of Radisson across this new experience.”

As an Elite Partner of the OpenAI Partner Network, Accenture collaborated with OpenAI to explore strategies for organic positioning in ChatGPT. From these conversations, Accenture developed the idea of a ChatGPT plugin⁠(opens in a new window): “We wanted to bring the value proposition of Radisson into ChatGPT and make it extremely user-friendly, ensuring things like maps, hotel details, and prices were integrated in the simplest way,” says Lizarraga.

With the help of agentic development, the team built and launched the Radisson Hotels plugin⁠(opens in a new window) in just six weeks. It lets users see Radisson Hotel suggestions on a map, compare pricing, and view hotel amenities in detail directly in ChatGPT, then continue to the Radisson site to complete their booking.