Radisson Hotel Group has partnered with global technology and consulting company Accenture to launch an AI-powered hotel discovery application within ChatGPT, marking a significant step in the evolution of digital travel planning and hotel bookings. The new application enables travellers to search, compare and explore Radisson Hotels across more than 100 countries through natural conversations with ChatGPT, allowing users to move seamlessly from travel inspiration to hotel selection and booking.
The initiative represents one of the hospitality industry’s latest efforts to embrace artificial intelligence as consumer behaviour increasingly shifts toward conversational search and AI-assisted travel planning. By integrating its hotel portfolio into ChatGPT, Radisson Hotel Group aims to enhance the customer experience while strengthening its direct booking strategy in an increasingly digital marketplace.
AI Transforms the Way Travellers Search for Hotels
The newly launched application, available through @RadissonHotels in ChatGPT, allows travellers to discover hotels simply by describing their travel preferences in everyday language. Instead of manually browsing multiple travel websites or filtering through countless accommodation options, users can ask personalised questions such as finding a family-friendly hotel in Amsterdam, a luxury stay near the Eiffel Tower with wellness facilities, or a business hotel equipped with meeting rooms and modern amenities. The application then provides tailored recommendations by analysing the user’s request and presenting suitable Radisson Hotels based on real-time information.
The AI-powered platform displays live room availability, current rates, hotel descriptions, amenities, nearby attractions, and interactive maps, enabling travellers to compare accommodation options more efficiently. Once users identify a suitable hotel, they are directed to the official Radisson Hotels website to complete their reservation, ensuring a seamless transition from trip planning to booking.
Hospitality Industry Enters the Era of Agentic Commerce
According to Radisson Hotel Group, the launch signifies an important milestone in its transition toward agentic commerce, a new approach where artificial intelligence actively assists customers throughout the decision-making process rather than simply responding to search queries. Unlike conventional online booking platforms that rely on keyword searches and manual comparisons, agentic commerce enables AI to understand travellers’ intentions, recommend personalised options and simplify complex booking decisions through conversational interactions.
The company believes this model reflects changing customer expectations, as travellers increasingly prefer AI-powered assistants capable of providing instant recommendations based on their specific needs instead of requiring them to browse numerous websites independently. This approach not only enhances customer convenience but also enables hospitality brands to engage with travellers at the earliest stage of trip planning.
Consumer Demand for AI Travel Assistants Continues to Rise
The decision to integrate Radisson Hotels into ChatGPT comes at a time when artificial intelligence is becoming an increasingly influential tool in the global travel industry. Research conducted by Accenture indicates that travellers are becoming more comfortable relying on AI to organise holidays, compare accommodation and make purchasing decisions. According to Accenture’s Consumer Pulse Research, 87 percent of travellers expressed willingness to collaborate with an AI-powered travel assistant to identify the most suitable accommodation options.
Furthermore, 71 percent stated that artificial intelligence is expected to influence at least half of their spending on hotels and airline bookings during the coming year. These findings illustrate the growing confidence consumers have in AI-driven travel planning and explain why hospitality companies are investing heavily in conversational technologies. Radisson Hotel Group also noted that it is already witnessing changes in customer behaviour, with traditional web traffic channels gradually giving way to AI-powered discovery platforms such as ChatGPT.
Executives Highlight a New Chapter in Hotel Booking
Commenting on the launch, Gianni Di Fede, Chief Commercial Officer of Radisson Hotel Group, said artificial intelligence is fundamentally transforming the way travellers discover and reserve hotel accommodation. He noted that the collaboration with Accenture enables the company to engage directly with travellers during the planning stage by offering a branded AI experience that simplifies hotel discovery and booking.
Similarly, Ndidi Oteh, Chief Executive Officer of Accenture Song, stated that conversational AI is changing how consumers interact with brands, making it increasingly important for businesses to deliver accurate, relevant and personalised information precisely when customers are making purchasing decisions. She emphasised that hospitality companies must adapt to this changing environment by ensuring they remain visible and accessible through AI-powered platforms.
Advanced Technology Powers Real-Time Travel Recommendations
The application was developed using an MCP accelerator incorporated within Accenture’s AI Merchant Center, a platform designed to prepare businesses for AI-driven commerce. Through this technology, Radisson Hotel Group’s hotel content, inventory, pricing information, and booking systems were organised and optimised specifically for conversational AI environments. The application connects directly with Radisson’s existing digital infrastructure, allowing users to receive real-time hotel information, including room availability and current pricing.
This direct integration ensures that recommendations remain accurate and up to date while reducing the time travellers spend comparing accommodation options across multiple platforms. Looking ahead, Radisson Hotel Group and Accenture plan to further expand the application’s capabilities by introducing features such as personalised recommendations based on customer preferences, loyalty programme recognition, in-chat booking functionality, reservation management, trip modifications and AI concierge services. These enhancements aim to create an end-to-end digital travel assistant capable of supporting travellers throughout their entire journey.
Supporting Radisson’s Broader Digital Transformation
The ChatGPT application forms part of Radisson Hotel Group’s wider digital transformation strategy, which focuses on improving direct customer engagement while reducing reliance on traditional booking channels. Accenture has already worked closely with the hotel group to modernise its global digital infrastructure by integrating its brands onto a unified technology platform capable of delivering more personalised marketing and customer experiences.
The integration of ChatGPT into this digital ecosystem extends those capabilities into conversational search, positioning Radisson Hotels to remain competitive as AI becomes an increasingly important gateway for travel planning and online bookings. The initiative also reflects the company’s commitment to embracing technological innovation while adapting to evolving consumer behaviour.
Global Hospitality Network Positioned for Future Growth
Radisson Hotel Group currently operates and develops more than 1,600 hotels across over 100 countries, making it one of the world’s largest international hotel operators. Its extensive brand portfolio includes Radisson Collection, Radisson Blu, Radisson RED, Radisson, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson and several other hospitality brands serving different market segments.
The company also manages Radisson Rewards, a global loyalty programme with more than 29 million members, providing travellers with exclusive benefits across its international network of hotels. The addition of AI-powered hotel discovery is expected to further strengthen the group’s customer engagement strategy while enhancing the overall booking experience.
AI Set to Reshape the Future of Hospitality
The collaboration between Radisson Hotel Group and Accenture illustrates how artificial intelligence is rapidly reshaping the global hospitality industry. As travellers increasingly expect personalised recommendations, faster decision-making and seamless digital experiences, AI-powered conversational platforms are becoming an integral part of the travel planning process.
By launching its dedicated ChatGPT application, Radisson Hotel Group is positioning itself at the forefront of this technological transformation, enabling travellers to discover, compare and book hotels more efficiently through natural conversations. The initiative demonstrates how hospitality companies are adapting to the AI era by combining advanced technology with personalised customer service, paving the way for a new generation of digital travel experiences.
