THE SINGLE PLATFORM PROVIDES A WAY TO CROSS-PROMOTE RADISSON ’ S BRANDS WITH THE GOAL OF INCREASING CONVERSIONS . THAT , SAYS REMY MERCKX , GLOBAL VP OF DIGITAL , IS EVEN MORE CRUCIAL THAN ACQUIRING NEW CUSTOMERS .
single platform is a more efficient way to manage digital marketing , Merckx says . It provides a way to cross-promote all the brands ; the goal is to increase conversions , which he says is even more crucial than acquiring new customers .
“ We already have millions coming to our websites , but we not converting as many as we would like ,” he observes . The company wants to double the conversion rate , and early results suggest the company is on track to achieve that , he says .
Another objective of the redesign is to increase overall traffic by 20 %. Getting there means diverting travelers ’ attention away from OTAs and providing a strong incentive to book directly , primarily through rates discounted up to 10 % for Radisson Rewards members . An easy sign-up process motivates visitors who aren ’ t members to join the loyalty program . Now that Radisson Rewards is integrated into the site , loyalty members will have content tailored to their behavior and preferences . Later in 2019 or early 2020 , the site also will allow retargeting
WEBSITE FEATURES
of nonmembers with marketing content based on their search behavior .
PROPERTY PERSONALIZATION The company took advantage of the revamp to integrate a digital asset management tool , which allows property owners to share videos , images , 3-D tours and other materials in email campaigns , social media , push campaigns and other efforts . Another new function is the ability to search by nearly 6,000 popular landmarks and points of interest , with results reflecting nearby properties .
Some additional features are in the works : Guests will be able to research and reserve tables at F & B outlets on the site , and meeting planners will have a simpler experience and the ability to book directly on the platform . Initially the website was launched in English , Arabic , Dutch , French , German , Italian , Norwegian , Polish , Portuguese , Russian , simplified Chinese , Spanish and Swedish versions ; more languages will be added .
Sharing : Property owners can share videos , images , 3-D tours and other marketing materials in social media , email and push campaigns . Searching : Users can search the website by nearly 6,000 landmarks and points of interest and find nearby properties . Speaking to guests : The website is available ( so far ) in English , Arabic , Dutch , French , German , Italian , Norwegian , Polish , Portuguese , Russian , simplified Chinese , Spanish and Swedish . Soon to come : Guests will be able to research and reserve tables at F & B outlets ; meeting planners will be able to book directly .
And the site will undergo some finetuning to optimize the existing features , Merckx says .
The integrated app , also introduced this past summer , adds some useful tools and improves the mobile experience . “ We didn ’ t have proper mobile apps in the past , at least not for reservations ,” Merckx says . “ The booking process wasn ’ t native to the apps . It was kind of a mobile web experience .”
The app has much more robust capabilities . Now , loyalty members can redeem points and users can book directly . A click-to-call function connects users to the central reservations team . An integrated credit card scanner provides added security . Push notifications are possible as well .
Folding 10 sites into one within a relatively short timeline — 15 months — was not a simple matter , Merckx says . Radisson opted to engage a third-party technology provider to speed up development of the new site and another provider to help migrate millions of pieces of content from three old CMSs into a single system . Having a lean , agile project team also helped streamline the process . “ If we had too many stakeholders it would put the timeline and deliverables at risk ,” Merckx explains .
The new website is a core component of Radisson ’ s five-year plan to improve operational support and enhance the brand experience , with growth as the ultimate objective . “ Having one single touchpoint for all our brands will strongly enhance the user experience and drive SEO value ,” says Eric De Neef , Radisson ’ s executive vice president and global chief commercial officer .
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