Radisson Hotel Group has rolled out an artificial intelligence-powered price matching system that automatically detects and matches lower rates offered on third-party online travel agencies (OTAs). The technology, which went live on 3 July 2026, is now active across the group's entire global portfolio, covering all Radisson-branded properties.
The system continuously scans publicly available rates on platforms such as Booking.com, Expedia, and Google Hotels. When a lower rate is found for the same room type and dates, the AI engine automatically adjusts the price on RadissonHotels.com to match it, without requiring any action from the guest or hotel staff. This replaces the traditional Best Online Rate Guarantee model, which relied on manual claims and approvals.
Direct Booking Confidence
Gianni Di Fede, Global Chief Commercial Officer at Radisson Hotel Group, framed the initiative as a trust-building measure. "Price matching is our commitment to ensuring that guests who choose to book directly with us never have to wonder whether they could have found a better deal elsewhere," he said. The move is designed to strengthen direct relationships with travellers and reduce reliance on OTA channels.
For hotel operations teams, the automation eliminates the administrative burden of processing individual price-match requests. Staff can instead focus on guest experience and on-property service. The system also generates data on pricing performance and customer booking behaviour, which Radisson says will help refine direct booking strategies.
The technology is part of a broader digital innovation push at Radisson, which has been investing in AI and automation to streamline the travel planning process. The group has also been expanding its brand footprint, with recent additions such as the Radisson Individuals debut in Bourges, France, a heritage boutique hotel and spa that underscores the group's appetite for differentiated properties.
Industry Context
Rate parity and price transparency remain hot-button issues in hospitality. OTAs have long used dynamic pricing and aggressive marketing to capture bookings, often undercutting hotel direct channels. By deploying AI to proactively match those rates, Radisson is betting that automation can level the playing field without eroding margins. The system's ability to provide real-time competitive intelligence also gives revenue managers a sharper tool for pricing decisions.
Radisson's approach mirrors similar moves by other hotel groups that have introduced automated rate-matching or loyalty-driven direct booking incentives. However, the group claims its solution is among the first to operate fully autonomously, without manual intervention at any stage.
The technology rollout coincides with a period of rapid change in travel distribution. Loyalty programs are becoming more cross-sector, as seen with Sun Group's debut of Vietnam's first cross-sector loyalty program on the Amadeus platform, which links hotels, attractions, and transport. Radisson's AI price matching could complement such ecosystems by ensuring direct bookers are not penalised for loyalty.
For travel agents and corporate buyers, the system offers a clear value proposition: clients who book via RadissonHotels.com are guaranteed the best available rate without needing to cross-check OTAs. This could simplify corporate travel policies and reduce friction for managed travel programs.
Radisson Hotel Group operates more than 1,200 hotels in over 95 countries. The AI price matching technology is available immediately for all direct bookings across the group's brands, including Radisson Blu, Radisson RED, Radisson Collection, and Park Inn by Radisson.
