Radisson and Accenture launch hotel booking app inside ChatGPT
Radisson Hotel Group has gone live with a branded app inside ChatGPT, built in collaboration with Accenture, that allows travellers to search, compare and route to a booking for any of the group's 1,000-plus hotels across more than 100 countries. The app, accessible by invoking @RadissonHotels at the start of a ChatGPT prompt, returns live inventory, real-time rates, location context, amenity details and interactive map results, before directing users to the Radisson website to complete a reservation.
The launch is framed by Radisson as a step in what the company calls its "agentic commerce" strategy: a move away from channel-based search-and-click booking funnels toward conversational AI experiences where discovery, shortlisting and decision-making happen in a single session. Radisson said it is already observing a shift in traffic, with organic and direct web channels giving way to AI-originated touchpoints.
How it was built
The integration was developed using an MCP (Model Context Protocol) accelerator from Accenture's AI Merchant Center, described as an agentic readiness and intelligence platform. The accelerator structured, validated and optimised how Radisson's content, inventory, rate and booking signals are exposed for AI-led discovery, before Accenture designed the conversational experience layer on top. The app connects to Radisson's existing reservation systems in real time, meaning rates and availability are current rather than cached.
Accenture cited its own Consumer Pulse Research in the release, reporting that 87% of travellers say they are open to using an AI-powered agent to find hotel options, and that 71% expect AI to influence at least half of their hotel and airline spend over the next 12 months. Those figures are vendor-commissioned survey data and should be read in that context.
Gianni Di Fede, chief commercial officer at Radisson Hotel Group, said the company is "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, compare, and book Radisson Hotels properties." Ndidi Oteh, chief executive of Accenture Song, added that agentic commerce is "fundamentally changing how people discover and choose brands," requiring companies to rethink visibility beyond traditional search channels.
Market context and competitive pressure
The hospitality sector is moving quickly to secure presence in AI-native discovery surfaces. Radisson's move mirrors similar integrations that travel and accommodation platforms have pursued since OpenAI opened ChatGPT to third-party plugins and, later, to the broader GPT App ecosystem. Online travel agencies including Booking Holdings and Expedia Group have also invested heavily in conversational AI features, meaning hotel brands that do not build direct integrations risk being intermediated again, this time by AI aggregators rather than OTA websites.
Accenture's role here is significant: the consultancy is an OpenAI Elite Partner and was named OpenAI's AI Transformation Partner of the Year, giving it early access to platform capabilities and preferred integration paths. That relationship may provide a near-term advantage, though as ChatGPT's operator ecosystem matures, the technical barrier to replication will fall.
The road map disclosed by Radisson includes deeper personalisation, loyalty recognition, in-chat booking, reservation management, trip modification and an AI concierge layer. None of those features are available at launch; the current version routes users to the web for payment. Whether Radisson can close the loop to fully in-conversation transactions before competitors catch up will be a key test of the strategy.