旅行者越来越多地借助人工智能来决定住宿地点，往往在访问酒店网站之前就已筛选出候选酒店或制定完整行程。通过与埃森哲Song的合作，丽笙酒店集团正在利用OpenAI技术，在旅客规划旅程的更早阶段触达他们。丽笙酒店ChatGPT插件（在新窗口中打开）帮助旅客通过互动体验比较酒店和探索旅行选项，早期结果显示，其预订转化率约为丽笙自然搜索的1.5倍。除该插件外，丽笙还是率先在ChatGPT中投放赞助广告（在新窗口中打开）的酒店业先驱之一，将其品牌插件与付费广告结合，作为整合发现策略的一部分。
酒店发现的新入口
丽笙酒店集团在EMEA和APAC地区汇聚了十个各具特色的酒店品牌，运营及开发中的酒店超过1，640家。过去七年间，埃森哲帮助丽笙通过其直接数字渠道提升预订量，将数字媒体策略与执行同其核心数字能力的转型路线图相结合。更强大的直接数字渠道帮助丽笙更高效地吸引宾客，并建立鼓励重复入住的客户关系。对酒店业主而言，这意味着更强劲的商业表现，以及与丽笙酒店集团合作所带来的更大长期价值。
这项工作让埃森哲得以近距离观察人工智能对旅游业的变革性影响。“几乎在一夜之间，出现了一个新的界面，潜在客户在这里获得灵感、比较不同选项，甚至在到达酒店网站之前就几乎做出了决定，”埃森哲Song数据与AI负责人Borja Lizarraga Rodríguez解释道。“确保丽笙在这一新体验中的可见性对我们至关重要。”
作为OpenAI合作伙伴网络的精英合作伙伴，埃森哲与OpenAI合作探索在ChatGPT中进行自然排序的策略。通过这些对话，埃森哲萌生了ChatGPT插件（在新窗口中打开）的想法：“我们希望将丽笙的价值主张带入ChatGPT，并使其极其易用，确保地图、酒店详情和价格等元素以最简单的方式整合在一起，”Lizarraga说道。
借助智能体开发，团队在短短六周内构建并上线了丽笙酒店插件（在新窗口中打开）。它让用户可以直接在ChatGPT中在地图上查看丽笙酒店推荐、比较价格并详细查看酒店设施，然后继续前往丽笙网站完成预订。
ChatGPT中丽笙酒店插件的早期结果显示，2026年7月至8月期间，其访问到预订的转化率约为丽笙自然搜索的1.5倍。该插件为旅客提供了一条从对话式酒店发现到丽笙自有预订渠道的直接路径。
ChatGPT最近的一次更新意味着用户不再需要在查询前输入@RadissonHotels；如果他们安装了该插件，ChatGPT会在相关时自动显示它。“如果你正在计划去马德里旅行，而有一家你可能想考虑的新丽笙酒店，现在在ChatGPT中它会自动生效，”埃森哲智能体商务负责人Brittny Cantor说道。“我们对这一变化感到非常兴奋，因为它能提升可发现性。”
为下一个旅行时代而构建
该插件为丽笙提供了一种在ChatGPT中自然触达旅客的新方式。丽笙也是率先在ChatGPT中投放赞助广告活动的酒店业先驱之一，作为整合发现策略的一部分。自7月上线以来，其广告活动已扩展至欧洲及其他地区的更多市场。该活动记录的结账和预订事件中，超过一半是通过浏览后转化测量归因的，这将丽笙对发现效果的评估扩展到了直接广告点击之外。
埃森哲设计的基础设施旨在支持不止一个应用。埃森哲为丽笙插件开发的MCP服务器和API也在为广告体验提供支持，并将在未来其他新功能中发挥作用。
丽笙意识到，借助人工智能，用户做出旅行决策的方式已经发生了巨大变化，并将继续演变。他们决心在竞争对手中率先利用这些变化，不仅成为一家连锁酒店，更成为整个旅行体验的顾问。其下一步优先事项包括鼓励插件采用，并在ChatGPT体验中开发更多功能。
“丽笙的突出之处在于，它能够快速行动，同时始终明确关注宾客和酒店业主。我们正在共同将新技术应用于能够产生有意义影响的领域：帮助旅客找到合适的酒店，加强直接宾客关系，并支持更盈利的增长，”Borja Lizarraga说道。
“美好的住宿体验始终始于好的建议。如今，更多建议发生在对话中，而我们迅速行动，置身其中。初步结果令人鼓舞，我们的ChatGPT插件转化率约为自然搜索的1.5倍。这仅仅是开始：无论旅程从何处开始，我们都希望丽笙成为宾客信赖的顾问，以及为我们的酒店和业主带来持久价值的直接渠道，”丽笙酒店集团全球电子商务副总裁Velit Dundar说道。
Travelers increasingly turn to AI to decide where to stay, often shortlisting hotels or building an entire itinerary before they ever visit a hotel website. Through its partnership with Accenture Song, Radisson Hotel Group is using OpenAI technology to reach guests earlier in that planning journey. The Radisson Hotels ChatGPT plugin(opens in a new window) helps travelers compare hotels and explore travel options through an interactive experience, and early results show booking conversion approximately 1.5 times that of Radisson’s organic search. Alongside the plugin, Radisson is among the hospitality pioneers running sponsored advertising in ChatGPT(opens in a new window), bringing its branded plugin and paid advertising together as part of an integrated discovery strategy.
A new front door for hotel discovery
Radisson Hotel Group brings together ten distinctive hotel brands across EMEA and APAC, with more than 1,640 hotels in operation and under development. For the past seven years, Accenture has helped Radisson grow bookings through its direct digital channel, combining digital media strategy and execution with a transformation roadmap for its core digital capabilities. A stronger direct digital channel helps Radisson attract guests more efficiently and build relationships that encourage repeat stays. For hotel owners, this translates into stronger commercial performance and greater long-term value from their partnership with Radisson Hotel Group.
This work meant Accenture had a front-row seat to AI’s transformative impact on the travel industry. “Almost overnight, there was a new surface where prospects were getting inspired, comparing different alternatives, and almost making their decision before even reaching a hotel’s website,” explains Borja Lizarraga Rodríguez, Data & AI Lead at Accenture Song. “It was critical for us to ensure the visibility of Radisson across this new experience.”
As an Elite Partner of the OpenAI Partner Network, Accenture collaborated with OpenAI to explore strategies for organic positioning in ChatGPT. From these conversations, Accenture developed the idea of a ChatGPT plugin(opens in a new window): “We wanted to bring the value proposition of Radisson into ChatGPT and make it extremely user-friendly, ensuring things like maps, hotel details, and prices were integrated in the simplest way,” says Lizarraga.
With the help of agentic development, the team built and launched the Radisson Hotels plugin(opens in a new window) in just six weeks. It lets users see Radisson Hotel suggestions on a map, compare pricing, and view hotel amenities in detail directly in ChatGPT, then continue to the Radisson site to complete their booking.
Early results from the Radisson Hotels plugin in ChatGPT show a visit-to-booking conversion rate approximately 1.5 times Radisson’s organic search for July–August 2026. The plugin gives travelers a direct path from conversational hotel discovery to Radisson’s own booking channel.
A recent ChatGPT update means users no longer have to type @RadissonHotels before their query; if they have the plugin installed, ChatGPT will automatically show it whenever relevant. “If you’re planning a trip to Madrid, and there’s a new Radisson Hotel you might want to consider, now in ChatGPT it will just automatically work,” says Brittny Cantor, Agentic Commerce Lead at Accenture. “We’re really excited about that change to increase discoverability.”
Building for the next era of travel
The plugin gives Radisson a new way to reach travelers organically in ChatGPT. Radisson is also among the hospitality pioneers launching sponsored advertising campaigns in ChatGPT as part of an integrated discovery strategy. Since launching in July, its campaigns have expanded into additional markets across Europe and beyond. More than half of the campaign’s recorded checkout and booking events were attributed through view-through measurement, extending Radisson’s assessment of discovery beyond direct ad clicks.
Accenture designed the underlying infrastructure to support more than a single application. The MCP server and APIs that Accenture developed for the Radisson plugin are also powering the ads experience and will play a role in other new features to come.
Radisson is aware that with AI, the way users make decisions about travel has changed dramatically and will continue to evolve. They’re determined to be the first among their competitors to capitalize on these changes, becoming not only a hotel chain but an advisor on the entire travel experience. Its next priorities include encouraging plugin adoption and developing additional functionality within the ChatGPT experience.
“What stands out about Radisson is its ability to move quickly while keeping a clear focus on guests and hotel owners. Together, we are applying new technology where it can make a meaningful difference: helping travelers find the right hotel, strengthening direct guest relationships, and supporting more profitable growth,” Borja Lizarraga says.
“Great stays have always started with good advice. Today, more of that advice happens in conversation, and we moved quickly to be there. Initial results are encouraging, with our ChatGPT plugin converting at around 1.5 times organic search. This is just the start: wherever a journey begins, we want Radisson to be the advisor guests trust and the direct channel that delivers lasting value for our hotels and owners,” says Velit Dundar, Vice President, Global Ecommerce, Radisson Hotel Group.
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