Radisson Hotel Group has just reached a new milestone in its digital transformation. In partnership with Accenture, the hotel group is launching a search and booking application directly integrated with ChatGPT, allowing travellers to go from a simple idea of a stay to a selection of relevant hotels.
Under the name @RadissonHotels, it provides natural language access to over 1,000 hotels in 100 countries. The tool displays real-time availability and prices, main amenities, detailed information for each establishment, as well as an interactive location map. Once a choice has been made, the user is redirected to the Radisson Hotels website to finalise their booking.
How does the Radisson app work on ChatGPT
" AI is profoundly transforming how travellers search for and book their hotel stays, and we are determined to be at the forefront of this evolution. ", said Gianni Di Fede, Chief Commercial Officer at Radisson Hotel Group. According to the Consumer Pulse Research study carried out by Accenture, 87 % of travellers say they are willing to entrust their hotel search to an AI agent.
In fact, this new feature is based on an MCP (Model Context Protocol) accelerator, integrated into Accenture's AI Merchant Center, a platform dedicated to preparing companies for agent-based commerce. This tool has made it possible to structure the group's content, pricing, and booking data, making it usable by AI. From there, Radisson is already planning future developments, including the integration of loyalty programmes, direct booking within ChatGPT, booking modifications, and AI-assisted concierge features.
The gamble of "agentic commerce"
" As journeys become more conversational and more intention-driven, businesses need to rethink their presenceexplained Ndidi Oteh, CEO of Accenture Song. It is no longer just about being found, but about being chosen and adding value at the moment the decision is made. ». Other hotel groups are giving this message top marks, as the launch of Radisson is part of a fundamental trend. Accor had led the way late January with the launch of its ALL Accor app on ChatGPT, Wyndham and IHG having followed this path more recently.
But IHG also plans to soon integrate conversational search on IHG.com and within its IHG One Rewards app. For another underlying trend, since Marriott already launched in June a conversational search engine, Ask Bonvoy, deployed directly on its website and applications, for its 283 million loyalty programme members. A way of capturing generative AI usage without depending on a third-party platform like Booking, Google or Expedia.
