HotelsMag October 2019 | Page 54

SALES & MARKETING

CASTING

RADISSON ’ S REVAMPED WEBSITE PUTS ITS BRANDS AND LOYALTY PROGRAM IN ONE SPACE . THE GOAL : CONVERSIONS .
Contributed by MEGAN ROWE

Radisson Hotel Group ’ s new multibrand , mobile-first website better positions the company to capture business for its eight brands . The onestop site creates a stickier booking experience , integrates the loyalty program and cross-promotes the entire portfolio of more than 1,100 hotels .

A single platform , which debuted in July , has replaced 10 individual websites — one for each of Radisson ’ s eight brands , one for the Artotel brand managed by PPHE Hotel Group , and one for Radisson Rewards . One mobile app , to be launched later this year , will replace six existing apps .
The existing digital infrastructure was showing its age , says Remy Merckx , Radisson ’ s global vice president of digital . “ It was not responsive , the content management system wasn ’ t up to date and the back-end processes were old and not up to the level of what we would expect for 2019 . The consequence was that we were not getting our fair share of business in the online space ,” he says . That last factor , he stresses , was key . “ It ’ s not a long-term sustainable position . We needed a new platform that would help close the gap .”
Consolidating all the brands and Radisson Rewards under one umbrella accomplishes a number of goals . The
52 hotelsmag . com October 2019