Radisson Hotel Group's AI transformation: Price match boosts direct bookings
Velit Dundar, VP of Global E-commerce at Radisson Hotel Group, shared insights on AI transformation in an interview with PhocusWire. The price match feature launched in July automatically detects lower rates on OTAs and matches them on Radisson's website, resulting in a +19% uplift in direct-channel conversion. In collaboration with Google Cloud and Accenture, generative AI automates ad creation and localization across 30+ languages, leading to a +22% increase in ad-driven revenue, +35% increase in return on ad spend, and +50% productivity improvement for media teams. AI has also nearly halved time-to-hire. Dundar emphasizes that AI should enhance rather than replace human hospitality, and…
Impact and considerations
Radisson's AI initiatives demonstrate how hotels can leverage technology to boost direct bookings and operational efficiency, offering business travelers a more seamless booking experience and transparent pricing.
Key points
- Radisson Hotel Group launched a price match feature that automatically detects and matches lower rates on OTAs, boosting direct-channel conversion by 19%.
- Collaboration with Google Cloud and Accenture uses generative AI for ad automation and localization, increasing ad-driven revenue by 22%.
- AI has nearly halved time-to-hire, improving efficiency while keeping human judgment in recruitment.
- The company is preparing for agentic AI and generative engine optimization (GEO) to adapt to changing search and booking behaviors.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 20 Aug 2026, 16:00
- Page published
- 21 Aug 2026, 01:28
- Last updated
- 20 Aug 2026, 16:00
- Original links
- PhocusWire All News：AI transformation in travel: Velit Dundar of Radisson | PhocusWire (opens in a new tab)Primary source · en · Published 20 Aug 2026, 16:00