Radisson launches ChatGPT hotel app with Accenture

Radisson Hotel Group has launched a hotel discovery app in ChatGPT with Accenture. The app is available under the handle @RadissonHotels.

The tool lets travellers search Radisson properties through conversational prompts, returning hotel options with live inventory and rates before sending users to the group's website to complete a booking.

It covers more than 1,000 hotels in over 100 countries. Users can ask for suggestions based on destination, trip type or amenities, such as a family weekend in Amsterdam or a hotel in Paris with a gym and spa near the Eiffel Tower.

The launch gives the hotel group a direct presence inside a fast-growing consumer AI platform as travel companies adapt to changes in how people research and compare trips online. It also reflects a broader push by hospitality brands to reach customers earlier in the booking process, when they are still exploring options rather than searching for a specific property.

Accenture cited research from its Consumer Pulse survey showing that 87% of travellers are open to using an AI travel agent to find the best option. The same research found that 71% expect AI to influence at least half of their spending on hotels or airlines over the next year.

Radisson said it has already seen traditional organic and direct web traffic lose ground to newer entry points, including ChatGPT. That shift matters for hotel groups because direct bookings usually offer better margins than sales routed through intermediaries.

Booking route

The new app does not complete reservations inside ChatGPT. Instead, it serves as a discovery and comparison layer, pulling in current hotel data and directing customers to Radisson's website to finish the transaction.

According to the companies, the app connects to Radisson's existing systems to provide real-time information on room availability, prices, amenities, location details and map-based results. Accenture also said it worked on how the service functions across devices.

The project began with Radisson using an MCP accelerator within Accenture's AI Merchant Centre, which the consulting firm describes as a platform for preparing brands for AI-led commerce. That work helped organise hotel content and booking signals so they could surface more effectively in conversational search.

For Radisson, the launch is part of a broader digital strategy focused on direct booking and stronger control over customer relationships. Accenture has also worked with the group on a wider modernisation programme, including moving its brands onto a single global platform and supporting more personalised marketing across its estate.

Gianni Di Fede outlined the company's view of the shift in consumer behaviour.

"AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift," said Gianni Di Fede, Chief Commercial Officer, Radisson Hotel Group.

"With Accenture, we are reimagining hotel discovery for the next generation of travelers, meeting guests in the planning moment with a branded experience that makes it easier to find and book Radisson Hotels properties," Di Fede said.

Industry shift

The launch comes as travel groups, airlines and hotel operators test how generative AI might change distribution, search and customer service. If consumers increasingly rely on AI assistants to shortlist hotels, compare prices and assess amenities, brands may need to rethink the role of websites, search advertising and online travel agents in their sales mix.

Accenture framed the Radisson project as an example of a broader shift towards conversational commerce, where customer intent is expressed in natural language and the selection process happens inside an AI interface rather than across multiple websites and apps.

"Agentic commerce is fundamentally changing how people discover and choose brands. As journeys become more conversational and intent-driven, companies have to rethink how they show up to be found and chosen, and to deliver value in that moment," said Ndidi Oteh, Chief Executive Officer, Accenture Song.

"Radisson Hotel Group is taking a step in that direction, creating a direct and meaningful way to connect with travelers when decisions are being made," Oteh said.

The companies said the current version focuses on discovery, planning and referral to booking. Later additions could include loyalty recognition, reservation management, trip changes and concierge functions, though those features are not part of the initial release.

Emily Weiss, who leads Accenture's travel practice globally, said brands are under pressure to present useful information quickly and clearly in a single customer journey.

"With travel, planning is becoming easier for consumers and competitive for brands," said Emily Weiss, Senior Managing Director and Global Travel Lead, Accenture.

"Travellers want to compare options quickly, narrow down choices and book with confidence, often in a single journey. That puts pressure on brands to show up with accurate and easy-to-navigate information at every step. With Radisson Hotel Group, the focus was on making hotel content more accessible, so travelers can find what they need and move to booking more seamlessly," Weiss said.