OpenAI Reports Early Results for Radisson Hotels ChatGPT Plugin

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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.

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.

A recent ChatGPT update changed how travelers encounter the plugin.