OpenAI: Radisson Hotels ChatGPT plugin converts at 1.5x organic search

#What happened

OpenAI published a customer story on October 7, 2026 with early results for the Radisson Hotels ChatGPT plugin, built by Radisson Hotel Group with Accenture using OpenAI technology. The plugin's visit-to-booking conversion was approximately 1.5 times Radisson's organic search during July-August 2026. The team built and launched the plugin in six weeks with the help of agentic development. Travelers find, compare, and book hotels inside ChatGPT: map-based hotel suggestions, pricing comparison, amenity details, then they complete the booking on Radisson's website. The plugin launched July 28, 2026 as the @RadissonHotels app. Radisson Hotel Group operates ten hotel brands across EMEA and APAC with more than 1,640 hotels in operation and under development. "Initial results are encouraging, with our ChatGPT plugin converting at around 1.5 times organic search," said Velit Dundar, vice president of global ecommerce at Radisson Hotel Group.

#Why it matters

This is the first hard commerce number for a branded ChatGPT plugin: a concrete data point for the plugin-extension ecosystem OpenAI pushed at DevDay. OpenAI also described Radisson as among the hospitality pioneers running sponsored advertising in ChatGPT, pairing the branded plugin with paid campaigns. Radisson said 54% of the campaigns' recorded checkout and booking events were attributed to ad views through view-through measurement. A recent ChatGPT update changed discoverability: users no longer have to type @RadissonHotels before a query; if the plugin is installed, ChatGPT automatically shows it whenever relevant. The MCP server and APIs Accenture designed for the plugin also power the ads experience. Accenture is an Elite Partner of the OpenAI Partner Network and was named OpenAI's AI Transformation Partner of the Year.

#Sources

• https://www.unite.ai/openai-reports-early-results-for-radisson-hotels-chatgpt-plugin/ Verified October 7, 2026. Facts verified against the Unite.AI article (fetched today, October 7, 2026), which reports on OpenAI's customer story published the same day. Do not add any facts, numbers, dates, quotes, or details beyond what is written above.