Radisson's ChatGPT hotel plugin converts about 1.5 times better than organic search
Sorted AI11 OctIn an OpenAI customer story published on 7 October 2026, Radisson Hotel Group says its ChatGPT plugin, built with Accenture Song in six weeks, lets travellers see Radisson hotels on a map, compare prices and amenities, then go to Radisson's own site to book. Early results for July and August 2026 show a visit-to-booking conversion rate about 1.5 times that of Radisson's organic search.
Radisson is also running sponsored ads in ChatGPT, and says more than half of the campaign's recorded checkout and booking events were attributed through view-through measurement. Accenture built an MCP server and APIs that power both the plugin and the ads. A recent ChatGPT update means installed plugins now appear automatically when relevant, without typing @RadissonHotels. These figures come from Radisson and OpenAI.
Why it matters: If you run a hotel, homestay or travel business, travellers are starting to shortlist inside ChatGPT. Make sure your prices, photos and amenities are easy for AI tools to read, and track bookings that come from AI chats separately.
OpenAI ↗AI-assisted, reviewed by Sorted AI
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