Radisson Hotel Group said it has doubled its online bookings following a digital transformation project embarked upon by the hospitality giant with over 1100 hotels worldwide.
The hospital group implemented a new content management system (CMS) called Tridion Sites from RWS, a leader in language, content, and intellectual property services, according to Radisson Hotel.
Tridion, an intelligent content platform, counts global clientele that includes Unilever, Panasonic, Dell and Hewlett Packard (HP) Enterprises.
“With Tridion, Radisson Hotel Group has been able to provide award-winning online experiences across multiple channels – customers can use their computer, access the app or scan a QR code to look around on mobile, or go fully immersive through a VR headset. They can access interactive virtual tours, floor plans, dollhouse views, and 360° images. Not only does this type of interaction elevate the experience for the visitor, but it is also proven to increase engagement and conversion rates.”
Digital transformation: Radisson Hotel speaks on before and after
Prior to the project, Radisson Hotel said that it struggled with a fragmented online presence. Ten websites, each representing a different brand, were managed through separate legacy systems. This made it difficult to deliver a consistent and personalised experience for customers, Raul Alvarez Barrera, VP of Global Digital Experience at Radisson Hotel Group explained
“It was strategic for us,” Barrera said, “to have one single user touchpoint maintaining the essence of all our brands. For content efficiency, having all the information in a single source of truth allows us to strongly enhance the user experience, enabling so much more in terms of personalisation and localisation.”
According to Radisson Hotel, in 2019, the group’s Global Digital Experience team embarked on a project to consolidate their web content management. They envisioned a single platform to manage all brands and deliver dynamic content across various channels. Additionally, the new system needed to support multilingual content and enable content personalisation.
Tridion Sites was selected after a review of several proposals. “After reviewing several proposals, the Group selected Tridion from RWS. A few years later, it is clear that Radisson Hotel Group made the right choice. As of 2023, the number of online bookings has doubled compared to before Tridion was adopted,” Barrera said. The new platform has since transformed Radisson Hotel Group’s online experience.
According to Radisson Hotel Group, the group has achieved the following results:
- * Doubled online bookings since adopting Tridion Sites;
- * Increased website traffic by 1.3%;
- * Improved conversion rate by 23%;
- * Increased meetings and events conversion rate by 12%;
- * Increased qualified meeting inquiries by 35%;
- * Reduced bounce rate by 40%;
- * Increased time spent on pages by 54%.
Radisson Hotel Group credits the success to Tridion Sites’ capabilities, that include scalability to handle large-scale content management; flexibility to manage diverse content types and workflows; support for multilingual content creation and management; personalisation features to deliver targeted content based on user behaviour and integration with other digital marketing tools.
Speaking on the successes, Barrerra continued, “I am really proud of how we have elevated the experience for our customers. Everything the team has achieved in a short space of time is remarkable. The feedback we received and the level of engagement with our customers is validating our digital experience strategy.”
The group has also implemented a robust content marketing strategy with a focus on immersive experiences and user-generated content (UGC).
“With Tridion, Radisson Hotel Group has been able to provide award-winning online experiences across multiple channels – customers can use their computer, access the app or scan a QR code to look around on mobile, or go fully immersive through a VR headset. They can access interactive virtual tours, floor plans, dollhouse views, and 360° images. Not only does this type of interaction elevate the experience for the visitor, but it is also proven to increase engagement and conversion rates.”
Furthermore, according to RWS, Radisson Hotel Group has embraced personalisation. Their websites and apps can now tailor content to specific user segments based on factors like location, membership type, and loyalty status. This has resulted in a significant improvement in conversion rates and click-through rates.
Radisson Hotel Group plans to leverage artificial intelligence to further personalise the customer experience with the ultimate goal being to become one of the top three most-considered hotel companies globally.
