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Radisson brings hotel discovery and booking into ChatGPT

Radisson Hotel Group has partnered with Accenture to build a ChatGPT plugin, powered by OpenAI technology, that lets travelers find, compare, and book hotels while planning a trip. The move shows a major hotel brand pushing travel discovery into a conversational assistant instead of relying on search engines and booking sites alone.

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Radisson 携手 Accenture 把酒店搜索搬进 ChatGPT
Image source: sg.trip.com

Radisson Hotel Group has launched a ChatGPT plugin built with Accenture and based on OpenAI technology, bringing hotel discovery directly into the conversational assistant. Travelers can now find, compare, and book hotels while planning their trips, rather than starting on a search engine or a traditional booking site.

According to the announcement, the plugin is focused on discovery: it is meant to let a traveler move from browsing to booking inside the same chat where they are already planning. For Radisson Hotel Group, an international hotel company, that means showing up earlier in the decision journey.

The project was delivered with Accenture, the consulting and IT services firm that helped build the experience on top of OpenAI's technology. That pairing reflects a common pattern in enterprise AI, where large brands lean on outside partners to connect their inventory and workflows to new assistant surfaces.

The bigger signal is the shift in the front door to travel. Search engines and online travel agencies have long owned discovery; conversational assistants such as ChatGPT are now emerging as an alternative interface where brands must stay visible.

For Radisson, the value proposition is compressing find, compare, and book into a single conversation. For OpenAI, it is another enterprise deployment that shows how businesses can build consumer-facing experiences on top of its models.

Whether it changes booking behavior is still an open question. Success depends on how smoothly the experience works, how accurate the availability and pricing are, and how much travelers trust an assistant to surface and confirm the right hotel.

Expect more hotels and travel companies to follow, as the competition for travel discovery moves from websites and apps into the chat window.

Why it matters

Hotel and travel brands are moving discovery and booking into AI assistants, and ChatGPT is becoming a new front door that could reshape how travelers choose where to stay.

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