BRUSSELS / NEW YORK — Radisson Hotel Group has introduced a new AI-powered hotel discovery application in ChatGPT through a collaboration with Accenture, marking a significant development in the company's digital commerce strategy as artificial intelligence increasingly reshapes how travelers search, compare, and book accommodations. Developed as part of Radisson Hotel Group's broader digital transformation efforts, the application enables conversational hotel discovery while supporting the company's objective of strengthening direct booking channels and adapting to changing customer behavior.
The announcement was made by Radisson Hotel Group and outlines how the new application extends the hospitality company's commercial capabilities into AI-powered travel planning. Available as @RadissonHotels within ChatGPT, the application allows users to search and evaluate Radisson Hotel Group properties through natural language conversations instead of conventional keyword searches or navigation-based booking journeys.
The platform provides access to more than 1,000 Radisson Hotel Group properties across over 100 countries. Rather than manually filtering destinations or hotel categories, travelers can describe their travel requirements conversationally. For example, users can request recommendations for a family-friendly weekend stay in Amsterdam or search for a hotel in Paris offering gym and spa facilities near the Eiffel Tower.
Based on those requests, the application generates hotel recommendations using live inventory and pricing information alongside property descriptions, amenities, location context, and interactive map-based results. Once travelers identify a suitable property, they are redirected to the Radisson Hotels website to complete their reservation through the company's direct booking channel.
The launch represents an important milestone in Radisson Hotel Group's transition toward what it describes as agentic commerce, where artificial intelligence becomes part of the customer decision-making process instead of functioning solely as a search tool. Under this approach, hotel discovery, comparison, and purchase decisions increasingly occur through AI-driven conversations rather than traditional booking channels.
For hospitality companies, the shift carries broader commercial implications as travelers increasingly rely on artificial intelligence during the earliest stages of trip planning. Visibility within AI-assisted search environments is becoming an important factor in influencing purchasing decisions before customers reach conventional hotel websites or online travel agencies.
Accenture's Consumer Pulse Research, referenced in the announcement, illustrates the scale of this behavioral shift. The research found that 87% of travelers are willing to collaborate with an AI-powered travel agent to identify the most suitable travel options. Additionally, 71% of respondents indicated that at least half of their hotel or airline spending over the next 12 months is expected to be influenced by artificial intelligence.
Radisson Hotel Group also noted changes within its own digital performance, observing that traditional sources of online bookings, including organic search and direct website traffic, are increasingly being complemented by emerging AI-powered touchpoints such as ChatGPT.
Gianni Di Fede, Chief Commercial Officer of Radisson Hotel Group, said artificial intelligence is fundamentally changing the way consumers search for and reserve hotel stays. He said the collaboration with Accenture enables the company to meet travelers during the planning stage through a branded conversational experience designed to simplify property discovery, comparison, and booking across the Radisson Hotels portfolio.
The collaboration between Radisson Hotel Group and Accenture began with implementation of an MCP accelerator that forms part of Accenture's AI Merchant Center. The platform serves as an agentic readiness and intelligence solution designed to prepare businesses for AI-led commerce by organizing, validating, and optimizing commercial content for conversational discovery.
Using this infrastructure, Radisson Hotel Group structured hotel content, inventory information, pricing data, and booking signals to improve how the company's portfolio appears and performs in AI-driven search environments. The initiative also enables continuous monitoring of how hotel information is presented as conversational commerce evolves.
Accenture subsequently worked with Radisson Hotel Group to develop the customer experience of the ChatGPT application. This included designing how travelers interact with the platform and ensuring the application functions consistently across different devices while maintaining direct integration with the company's existing hotel systems.
Because the application connects directly with Radisson Hotel Group's operational infrastructure, travelers receive real-time hotel availability and pricing information during conversations. This enables customers to move from broad travel ideas to a refined shortlist of relevant hotel options without leaving the conversational interface until they are ready to complete their booking.
The companies also outlined plans to expand the application's capabilities beyond hotel discovery. Future developments are expected to include personalized recommendations, loyalty recognition, reservation management, trip modifications, in-chat booking functionality, and AI concierge services designed to support travelers throughout the customer journey.
Ndidi Oteh, Chief Executive Officer of Accenture Song, said agentic commerce is changing how consumers discover brands and make purchasing decisions. She said businesses must adapt their customer engagement strategies so they can not only be found within conversational AI environments but also provide value during moments when purchasing decisions are being made.
The ChatGPT application also forms part of Radisson Hotel Group's wider direct booking strategy, which has included modernization of its digital infrastructure with Accenture. According to the announcement, the consulting company has supported Radisson Hotel Group in consolidating its portfolio onto a single global digital platform while strengthening data capabilities that enable more personalized marketing across its international hotel network.
Extending those capabilities into ChatGPT creates another direct customer engagement channel while allowing the company to maintain visibility as travel discovery increasingly shifts toward AI-native platforms.
Emily Weiss, Senior Managing Director and Global Travel Lead at Accenture, said travel planning is becoming easier for consumers while creating greater competitive pressure for brands. She noted that travelers increasingly expect to compare multiple options, narrow their selections, and complete bookings efficiently within a single journey, requiring hotel companies to deliver accurate, current, and easily accessible information throughout the decision-making process.
The collaboration also reflects a broader technology relationship between Accenture and OpenAI, the developer of ChatGPT. Accenture said the partnership supports organizations seeking practical applications of artificial intelligence for commercial growth, customer engagement, and operational efficiency. The company also noted its status as an OpenAI Elite Partner and its recent recognition as OpenAI's AI Transformation Partner of the Year.
For hospitality businesses, the launch demonstrates how conversational artificial intelligence is becoming integrated into commercial distribution strategies. Rather than serving only as an information tool, AI is increasingly functioning as a channel where hotel discovery, comparison, and booking decisions originate, creating new opportunities for hospitality companies to strengthen direct customer relationships while adapting to evolving digital purchasing behavior.
The announcement was made by Radisson Hotel Group and outlines how the new application extends the hospitality company's commercial capabilities into AI-powered travel planning. Available as @RadissonHotels within ChatGPT, the application allows users to search and evaluate Radisson Hotel Group properties through natural language conversations instead of conventional keyword searches or navigation-based booking journeys.
The platform provides access to more than 1,000 Radisson Hotel Group properties across over 100 countries. Rather than manually filtering destinations or hotel categories, travelers can describe their travel requirements conversationally. For example, users can request recommendations for a family-friendly weekend stay in Amsterdam or search for a hotel in Paris offering gym and spa facilities near the Eiffel Tower.
Based on those requests, the application generates hotel recommendations using live inventory and pricing information alongside property descriptions, amenities, location context, and interactive map-based results. Once travelers identify a suitable property, they are redirected to the Radisson Hotels website to complete their reservation through the company's direct booking channel.
The launch represents an important milestone in Radisson Hotel Group's transition toward what it describes as agentic commerce, where artificial intelligence becomes part of the customer decision-making process instead of functioning solely as a search tool. Under this approach, hotel discovery, comparison, and purchase decisions increasingly occur through AI-driven conversations rather than traditional booking channels.
For hospitality companies, the shift carries broader commercial implications as travelers increasingly rely on artificial intelligence during the earliest stages of trip planning. Visibility within AI-assisted search environments is becoming an important factor in influencing purchasing decisions before customers reach conventional hotel websites or online travel agencies.
Accenture's Consumer Pulse Research, referenced in the announcement, illustrates the scale of this behavioral shift. The research found that 87% of travelers are willing to collaborate with an AI-powered travel agent to identify the most suitable travel options. Additionally, 71% of respondents indicated that at least half of their hotel or airline spending over the next 12 months is expected to be influenced by artificial intelligence.
Radisson Hotel Group also noted changes within its own digital performance, observing that traditional sources of online bookings, including organic search and direct website traffic, are increasingly being complemented by emerging AI-powered touchpoints such as ChatGPT.
Gianni Di Fede, Chief Commercial Officer of Radisson Hotel Group, said artificial intelligence is fundamentally changing the way consumers search for and reserve hotel stays. He said the collaboration with Accenture enables the company to meet travelers during the planning stage through a branded conversational experience designed to simplify property discovery, comparison, and booking across the Radisson Hotels portfolio.
The collaboration between Radisson Hotel Group and Accenture began with implementation of an MCP accelerator that forms part of Accenture's AI Merchant Center. The platform serves as an agentic readiness and intelligence solution designed to prepare businesses for AI-led commerce by organizing, validating, and optimizing commercial content for conversational discovery.
Using this infrastructure, Radisson Hotel Group structured hotel content, inventory information, pricing data, and booking signals to improve how the company's portfolio appears and performs in AI-driven search environments. The initiative also enables continuous monitoring of how hotel information is presented as conversational commerce evolves.
Accenture subsequently worked with Radisson Hotel Group to develop the customer experience of the ChatGPT application. This included designing how travelers interact with the platform and ensuring the application functions consistently across different devices while maintaining direct integration with the company's existing hotel systems.
Because the application connects directly with Radisson Hotel Group's operational infrastructure, travelers receive real-time hotel availability and pricing information during conversations. This enables customers to move from broad travel ideas to a refined shortlist of relevant hotel options without leaving the conversational interface until they are ready to complete their booking.
The companies also outlined plans to expand the application's capabilities beyond hotel discovery. Future developments are expected to include personalized recommendations, loyalty recognition, reservation management, trip modifications, in-chat booking functionality, and AI concierge services designed to support travelers throughout the customer journey.
Ndidi Oteh, Chief Executive Officer of Accenture Song, said agentic commerce is changing how consumers discover brands and make purchasing decisions. She said businesses must adapt their customer engagement strategies so they can not only be found within conversational AI environments but also provide value during moments when purchasing decisions are being made.
The ChatGPT application also forms part of Radisson Hotel Group's wider direct booking strategy, which has included modernization of its digital infrastructure with Accenture. According to the announcement, the consulting company has supported Radisson Hotel Group in consolidating its portfolio onto a single global digital platform while strengthening data capabilities that enable more personalized marketing across its international hotel network.
Extending those capabilities into ChatGPT creates another direct customer engagement channel while allowing the company to maintain visibility as travel discovery increasingly shifts toward AI-native platforms.
Emily Weiss, Senior Managing Director and Global Travel Lead at Accenture, said travel planning is becoming easier for consumers while creating greater competitive pressure for brands. She noted that travelers increasingly expect to compare multiple options, narrow their selections, and complete bookings efficiently within a single journey, requiring hotel companies to deliver accurate, current, and easily accessible information throughout the decision-making process.
The collaboration also reflects a broader technology relationship between Accenture and OpenAI, the developer of ChatGPT. Accenture said the partnership supports organizations seeking practical applications of artificial intelligence for commercial growth, customer engagement, and operational efficiency. The company also noted its status as an OpenAI Elite Partner and its recent recognition as OpenAI's AI Transformation Partner of the Year.
For hospitality businesses, the launch demonstrates how conversational artificial intelligence is becoming integrated into commercial distribution strategies. Rather than serving only as an information tool, AI is increasingly functioning as a channel where hotel discovery, comparison, and booking decisions originate, creating new opportunities for hospitality companies to strengthen direct customer relationships while adapting to evolving digital purchasing behavior.
