Radisson Hotels, a prominent player in the hospitality industry, is revolutionizing its marketing approach to stay ahead of the competition and enhance customer experiences. With over 1,400 hotels worldwide, Radisson Hotel Group has an extensive global presence and is committed to continuously improving its marketing strategies.
- Radisson Hotels faces challenges related to consumer awareness and global marketing efficiency. With a diverse portfolio that includes seven hotel brands, such as Radisson Blu, Park Inn by Radisson, and Country Inn & Suites by Radisson, the company aims to streamline its marketing efforts and drive digital sales.
- To tackle these challenges, Radisson Hotels has partnered with Accenture, a renowned global digital agency, to leverage their digital expertise and industry knowledge. This collaboration aims to drive substantial sales growth across all digital channels, improve online presence, and create personalized campaigns that resonate with customers.
- The partnership with Accenture provides Radisson Hotels with access to cutting-edge digital marketing solutions, giving them a competitive edge in the digital marketing landscape.
- As part of its digital transformation, Radisson Hotels is focusing on key areas, including developing a new operating model, integrating AdTech and MarTech stacks, conducting in-depth market analysis, and embedding advanced analytics to enhance its digital capabilities and drive growth.
This strategic approach is supported by Radisson Hotels’ goal to expand its portfolio by at least 50% in the coming years, reaching more than 1,500 hotels in operation. The company aims to double the number of members in its loyalty program and increase the contribution from brand websites to 30% of revenue.
By investing in marketing, sales, distribution, technology, and training, Radisson Hotels is committed to achieving its strategic objectives and becoming one of the top three hotel companies worldwide. The strategic plan spans over a 5-year period, highlighting the company’s long-term commitment to success.
Key Takeaways:
- Radisson Hotels is implementing a comprehensive marketing strategy to enhance customer experiences and strengthen its global presence.
- A partnership with Accenture is driving substantial sales growth across all digital channels and providing access to cutting-edge digital marketing solutions.
- Radisson Hotels’ digital transformation focuses on key areas such as developing a new operating model, integrating AdTech and MarTech stacks, and conducting in-depth market analysis.
- The company aims to expand its portfolio, increase loyalty program membership, and boost revenue contribution from brand websites.
- Investments in marketing, sales, distribution, technology, and training support Radisson Hotels’ new marketing strategy and long-term goals.
Radisson Hotels’ marketing strategy for 2024 reflects its commitment to innovation, customer satisfaction, and sustainable growth in the ever-evolving hospitality industry.
Overview of Radisson Hotel Group
Radisson Hotel Group is a renowned hospitality company that boasts a diverse range of products and services under its umbrella. With a commitment to global growth and brand awareness, Radisson Hotel Group has established itself as a leader in the industry. The group operates over 1,400 properties in 114+ countries, offering a wide range of accommodations, meeting spaces, wellness facilities, dining options, and more.
One of the key strengths of Radisson Hotel Group is its portfolio of hotel brands that cater to various segments of the market. These include:
- Radisson Blu: Positioned as an upper upscale brand, Radisson Blu offers luxurious and stylish accommodations for discerning travelers.
- Radisson: The Radisson brand provides upscale accommodations and exceptional services to guests, creating memorable experiences.
- Radisson RED: Radisson RED is a lifestyle select brand that caters to modern, tech-savvy travelers looking for unique and vibrant experiences.
- Park Plaza: Positioned as an upper midscale brand, Park Plaza offers comfortable accommodations and convenient amenities for both business and leisure travelers.
- Park Inn by Radisson: This midscale brand provides affordable yet comfortable accommodations with a focus on delivering exceptional guest experiences.
- Country Inn & Suites by Radisson: The Country Inn & Suites by Radisson brand targets the upper midscale segment, offering warm hospitality and comfortable stays.
Radisson Hotel Group’s success can be attributed in part to its strategic location choices for its properties. The group has strategically positioned its hotels in major cities, business hubs, tourist destinations, and near airports globally. This ensures that guests have convenient access to their desired destinations and attractions.
In addition to physical presence, Radisson Hotel Group also places a strong emphasis on its online presence. The company has efficient booking platforms and partnerships with travel agencies and online travel portals, which allow it to reach a wider audience and expand its market share. Radisson Hotel Group’s loyalty program, Radisson Rewards, further encourages guest loyalty and repeat visits.
Another key factor contributing to Radisson Hotel Group’s success is its commitment to customer satisfaction. The group prioritizes personalized customer relations and engages with guests through word of mouth, email, SMS, and partnerships with travel agents to promote its brands and offerings. This customer-centric approach has helped solidify its brand reputation and popularity.
With over 75,000 employees worldwide, Radisson Hotel Group is dedicated to delivering exceptional experiences to its guests while maintaining sustainable business practices. The group’s diverse range of products and services, strategic locations, strong online presence, and commitment to customer satisfaction have made it one of the world’s leading hotel companies.
Challenges Faced by Radisson Hotels
Radisson Hotel Group, as one of the largest players in the industry with over 1,250 establishments in 95 countries, faces various challenges in today’s competitive market. To maintain its position and drive growth, the company has strategically addressed key areas to overcome these obstacles.
Consumer Awareness
Increasing consumer awareness is crucial for Radisson Hotels to attract new guests and retain loyal customers. With over 90% of its business initiatives now relying on technology and digitalization, the company has implemented innovative marketing campaigns and strategies to reach a wider audience. By leveraging data as a critical component of its IT vision, Radisson Hotels uses decision-making tools based on certified data to enhance consumer awareness and improve targeting efforts.
Global Marketing Efficiency
With a global presence encompassing more than 1,250 establishments worldwide, ensuring efficient marketing across regions can be challenging. To optimize its marketing efforts, Radisson Hotels has invested substantially in evolving its IT infrastructure and systems to modern technologies. The migration of 80% of its platforms to current technologies within eight months demonstrates the company’s commitment to enhancing global marketing efficiency and streamlining operations.
Digital Sales
In today’s digital age, having a strong online presence is vital for driving sales and revenue. Radisson Hotels recognizes the importance of digital sales and has prioritized the creation of immersive experiences for customers through personalized offerings on its website and app. By leveraging technology, Radisson Hotels aims to enhance digital sales capabilities and provide seamless booking experiences to meet the evolving needs of its guests.
Cross-Selling and Up-Selling
To maximize revenue opportunities, Radisson Hotels focuses on cross-selling and up-selling initiatives. By implementing a single system with a customer database, the company reduces integration efforts and increases agility in capturing cross-selling opportunities across its portfolio. This strategic approach enables Radisson Hotels to offer tailored recommendations and personalized experiences to guests, ultimately driving revenue growth.
Through its proactive approach, Radisson Hotels addresses these challenges head-on, leveraging its global presence, technological advancements, and data-driven strategies to stay competitive in the ever-evolving hospitality industry.
| Key Challenges | Radisson Hotels’ Approach |
|---|---|
| Consumer Awareness | Innovative marketing campaigns and data-driven targeting efforts |
| Global Marketing Efficiency | Investment in evolving IT infrastructure and migration to modern technologies |
| Digital Sales | Creation of immersive online experiences and personalized offerings |
| Cross-Selling and Up-Selling | Implementation of a single system with a customer database for enhanced agility |
Partnership with Accenture for Digital Marketing
Radisson Hotels has entered into a strategic partnership with Accenture, a renowned digital agency, to revolutionize its digital marketing strategies. Leveraging Accenture’s digital expertise and industry knowledge, Radisson Hotels aims to enhance its online presence and drive sales growth across various digital channels.
As part of the collaboration, Accenture is assisting Radisson Hotels in developing a new operating model that supports a unified global brand. This involves defining an integrated AdTech and MarTech stack, which will enhance Radisson Hotels’ capabilities in ad verification, data management, and visualization.
One of the key offerings from Accenture includes in-depth market analysis for Radisson Hotels. This comprehensive analysis provides insights into principal markets, competitor landscape, and customer behavior, enabling Radisson Hotels to make informed marketing decisions.
Moreover, Accenture is working closely with Radisson Hotels in crafting personalized campaigns across digital channels. These campaigns aim to drive qualified traffic to Radisson Hotels’ global digital platforms, ultimately enhancing the customer experience and creating a foundation for competitive differentiation and future growth.
Radisson Hotels is also looking to in-house its AdTech stack with Accenture’s support. This move will allow Radisson Hotels to improve spend visibility on a global scale, enhancing its marketing efficiency and effectiveness.
The partnership with Accenture has already led to significant advancements for Radisson Hotels. The implementation of a cloud-based solution, utilizing Salesforce Sales Cloud and Salesforce Community Cloud, has transformed Radisson’s Americas portfolio, including renowned brands like Radisson Blu, Radisson RED, and Park Inn by Radisson. This cloud-based solution has further strengthened Radisson Hotels’ digital capabilities and improved operational efficiency.
With Accenture Interactive, the digital marketing services arm of Accenture, on board, Radisson Hotels can expect personalized and targeted campaigns across all digital channels. This strategic approach aims to drive new business opportunities for Radisson Hotels and further enhance its position as a leader in the hospitality industry.
The collaboration between Radisson Hotels and Accenture is a testament to Radisson’s commitment to digital transformation and its drive to stay ahead in the dynamic digital landscape. By leveraging Accenture’s digital solutions and expertise, Radisson Hotels is well-positioned to elevate its digital marketing strategies and deliver exceptional experiences to its customers.
Benefits of the Partnership
The partnership between Radisson Hotels and Accenture brings numerous benefits that contribute to the digital transformation and success of Radisson Hotel Group. By leveraging Accenture’s expertise in digital marketing solutions, Radisson Hotels has been able to enhance its online presence and create personalized campaigns that drive engagement and customer loyalty.
One of the key benefits is the significant increase in sales across digital channels. Accenture’s strategies and optimization of paid media globally have resulted in improved visibility, increased website traffic, and higher conversion rates. Through data-driven insights and advanced analytics, Radisson Hotels can now target the right audience and deliver tailored messages that resonate with their customers, ultimately leading to increased revenue.
The partnership also provides Radisson Hotels with a competitive edge in the digital marketing landscape. Accenture’s support in developing an integrated AdTech and MarTech stack has enabled Radisson Hotels to streamline their marketing operations and gain a deeper understanding of consumer behavior. This allows them to stay ahead of the competition by delivering unmatched customer experiences and creating a unique brand identity.
Furthermore, the collaboration with Accenture has allowed Radisson Hotels to invest in new platforms and technology, including IT programs, property management systems, distribution platforms, CRM, loyalty, and campaign management platforms. These investments have not only improved operational efficiency but have also empowered Radisson Hotels to offer innovative solutions and services to their guests and professional partners through the launch of RadissonHotels.com, a global multi-brand digital platform.
Overall, the partnership between Radisson Hotels and Accenture has revolutionized the hotel group’s digital marketing efforts, enabling them to achieve their goal of becoming one of the top three hotel companies in the world. With enhanced online presence, personalized campaigns, increased sales, and a competitive edge, Radisson Hotel Group is poised for continued success in the evolving digital landscape of the hospitality industry.
Key Areas of Digital Transformation
In order to stay ahead in the ever-evolving hospitality industry, Radisson Hotels has focused on several key areas of digital transformation. By leveraging cutting-edge technologies and innovative strategies, Radisson has successfully enhanced its operating model, optimized marketing processes, and enhanced the overall customer experience.
Developing a New Operating Model
As part of their digital transformation journey, Radisson Hotel Group consolidated ten separate brand websites into a single platform. This streamlined approach allowed for centralized control and management of digital assets, resulting in improved efficiency and a more seamless user experience.
Defining an Integrated AdTech and MarTech Stack
Radisson recognized the importance of leveraging technology to maximize reach and engagement. By integrating AdTech and MarTech solutions, the company was able to optimize its marketing efforts across multiple channels, improving targeting, personalization, and campaign effectiveness.
Conducting Market Analysis and Forecasting
Market analysis and forecasting played a crucial role in Radisson’s digital transformation strategy. By leveraging advanced analytics and data-driven insights, the company was able to better understand market trends, identify consumer preferences, and make informed decisions to drive revenue growth.
Cost Recovery and Advanced Analytics
Implementing cost recovery models and advanced analytics allowed Radisson to optimize resource allocation, monitor performance, and identify areas for improvement. By leveraging data and analytics, the company was able to identify cost-saving opportunities and make data-driven decisions to drive profitability.
Enhancing the Customer Experience
Personalization and immersive experiences were central to Radisson’s digital transformation. The company invested in creating online journeys tailored for over 60 regions and developed localized experiences in 29 languages. By focusing on personalized experiences, Radisson deepened customer engagement, fostered brand loyalty, and enhanced the overall customer journey.
Additionally, Radisson utilized various visual content types, including images, videos, 360 tours, and immersive content, to create captivating and engaging experiences. By strategically integrating visual content across different touchpoints, Radisson effectively captured the attention of different customer segments and increased engagement rates.
Radisson’s commitment to digital transformation has proven successful, with significant milestones achieved in terms of enhancing the customer experience, maximizing conversions, and driving revenue growth. By leveraging the power of technology and data-driven insights, Radisson remains at the forefront of the hospitality industry, constantly evolving and adapting to meet the needs of today’s travelers.
Reinventing Experiences through Sustainability
Radisson Hotel Group is committed to sustainability and aims to make a positive impact on the environment and communities it operates in. By prioritizing energy efficiency, sustainability practices, and preventive maintenance, the Group is reinventing guest experiences while reducing its carbon footprint. Through a habit-changing pledge, Radisson Hotel Group encourages its team members to take ownership of energy consumption and make small changes that lead to significant energy savings.
One of the key initiatives launched by Radisson Hotel Group is the “Own your energy” campaign, which focuses on promoting energy efficiency across its properties. By implementing energy-saving measures and educating guests and employees about sustainable practices, the Group is able to reduce energy consumption and minimize its environmental impact.
This commitment to sustainability extends beyond energy efficiency. Radisson Hotel Group also prioritizes waste reduction and sustainable practices in its operations. For instance, the Group has achieved a remarkable 60% reduction in food waste at Radisson Blu Bremen over the past two years. This reduction is equivalent to saving 90,000 meals from ending up in landfills, resulting in significant cost savings and environmental benefits.
Sustainable Practices, Award-Winning Results
In recognition of its sustainability efforts, Radisson Blu Bremen was honored with Bremen’s Sustainable Tourism Award in 2023. This prestigious accolade showcases the Group’s commitment to sustainable operations and its dedication to making a positive difference in the communities it serves.
Radisson Hotel Group’s sustainability efforts align with its long-term goal to achieve net zero emissions by 2050, with an interim target of a 50% reduction in carbon emissions by 2030. The Group aims to reduce greenhouse gas emissions by 46% by 2030 and continually seeks innovative solutions to minimize its environmental impact.
Through its various initiatives, such as Radisson Meetings being 100% Carbon Neutral and the Radisson Rewards loyalty program offering benefits from day one, Radisson Hotel Group is leading the way in sustainable hospitality practices. With over 1,340 hotels in more than 95 countries, the Group’s commitment to sustainability sets a powerful example for the industry.
Environmental Sustainability and Social Responsibility
Radisson Hotel Group is committed to environmental sustainability and social responsibility. As a leader in the hospitality industry, the company recognizes the importance of preserving our planet and giving back to the communities it serves.
To drive its sustainability efforts, Radisson Hotel Group publishes a comprehensive Responsible Business Report that outlines its environmental initiatives, social impact programs, and ethical practices. This report showcases the company’s commitment to transparency and accountability in its operations.
A key partnership that exemplifies Radisson’s dedication to sustainability is its collaboration with EcoVadis, a trusted platform that enables companies to make sustainable procurement decisions. With over 85,000 businesses collaborating with EcoVadis, Radisson Hotel Group’s partnership has propelled them into the top 8% of the Accommodation industry for sustainability performance.
Through the EcoVadis platform, Radisson Hotel Group receives actionable scorecards for its environmental, social, and ethical practices, allowing the company to continuously improve its sustainability efforts. The platform’s ratings cover more than 200 industry categories and 160 countries, providing a comprehensive assessment of Radisson’s global sustainability performance.
In addition to its partnership with EcoVadis, Radisson Hotel Group actively engages in various sustainability initiatives. One notable program is Radisson Meetings, which is 100% Carbon Neutral and focuses on delivering personalized sustainable solutions for meetings and events.
The company’s commitment to environmental sustainability extends to its operations as well. Radisson Hotels strictly adheres to the Radisson Hotels Safety Protocol, which outlines stringent health and safety requirements across all its properties, ensuring the well-being of both guests and employees.
Radisson Rewards, the loyalty program of Radisson Hotel Group, incentivizes guests to contribute to environmental sustainability. Members have the opportunity to donate their reward points to support the carbon reduction project in Madre de Dios, Peru, furthering Radisson’s commitment to reducing its carbon footprint.
Moreover, Radisson Hotels actively engages in social responsibility programs to uplift local communities. Through initiatives like the towel reuse program, Radisson Hotels has provided safe drinking water to over 28,000 people across Just a Drop projects in Kenya, Nicaragua, Peru, and India.
An innovative initiative called Soap for Hope, in partnership with a supplier, has helped provide soap bars to local communities for free, aiding in disease prevention and promoting hygiene practices.
Recognizing the importance of sustainable supply chain practices, Radisson Hotel Group holds the Silver Award from EcoVadis. This accolade places the company in the top 30% of performers evaluated by EcoVadis, highlighting its commitment to sustainable sourcing and responsible business practices.
Radisson Hotel Group actively participates in industry collaborations to accelerate its impact on sustainability topics. As an active member of the Sustainable Hospitality Alliance, Radisson represents 25% of the hotel industry, fostering collective action towards sustainability in the hospitality sector.
The youth employment program of the Sustainable Hospitality Alliance, in which Radisson Hotel Group participates, has an 85% success rate of graduates moving on to employment at Radisson or other companies, further highlighting the company’s commitment to promoting opportunities and driving positive change.
From signing the United Nations Global Compact in 2009 to endorsing initiatives like The Code by ECPAT-USA, Radisson Hotel Group consistently embraces principles related to human rights, labor, environment, and anti-corruption.
Raising the bar for sustainable practices, Radisson Hotel Group partners with global ecolabels like Green Key and EarthCheck. These partnerships ensure that environmental-friendly practices are implemented across Radisson’s hotels worldwide.
As a founding member of the Hotel Security Working Group at the US State Department Overseas Security Advisory Council, Radisson demonstrates its commitment to the safety and security of its guests.
Radisson Hotel Group’s commitment to environmental sustainability and social responsibility is driven by a diverse workforce of over 75,000 employees worldwide. The company’s People strategy places a strong emphasis on employee training and development to ensure exceptional service delivery, aligning with its dedication to customer satisfaction and staff excellence.
This commitment to environmental sustainability and social responsibility is not only a demonstration of Radisson Hotel Group’s ethos but also a reflection of an industry-wide trend towards more eco-friendly operations and ethical business practices.
| Total Hotels | Countries | Employees | Partnerships |
|---|---|---|---|
| 1600 | 120 | 100,000+ | EcoVadis, Green Key, EarthCheck |
Conclusion
Radisson Hotels’ marketing strategy for 2024 exemplifies the brand’s commitment to staying ahead of the curve in the rapidly evolving digital landscape. By leveraging the power of digital marketing trends, Radisson Hotels has successfully promoted its brand, enhanced customer experiences, and achieved global growth.
The partnership with Accenture has played a pivotal role in strengthening Radisson’s digital capabilities, allowing the brand to engage with audiences through organic and paid content regularly. This focus on digital marketing has proven vital, as social media remains a crucial component of successful marketing strategies.
Furthermore, Radisson Hotels’ dedication to sustainability and environmental responsibility has positioned the brand as a leader in the hospitality industry. By aligning its marketing efforts with sustainability initiatives, Radisson Hotels differentiates itself and attracts environmentally conscious consumers.
Through strategic partnerships, innovative concepts, and a diverse brand portfolio, Radisson Hotels has demonstrated resilience, adaptability, and an unwavering commitment to delivering exceptional experiences. As a result, Radisson Hotels continues to expand its footprint globally and strengthen its position as a top player in the competitive hotel industry.
