BRINGING GUESTCENTER STAGETHE SEAMLESS EXPERIENCE OFRADISSONHOTELS.COM& RADISSON HOTELS APP

WORLDWIDE HOSPITALITY AWARDSBEST DIGITAL TRANSFORMATION

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SCOPE OF THEDIGITAL TRANSFORMATIONIn a crowded hospitality space, Radisson Hotel Group strives to differentiate itself from the rest through

personalized and meaningful experiences, and making every moment matter for our guests.

In June 2019, the group launched the first big digital transformation by presenting to the guests a new multi-brand

and mobile-first global website, RadissonHotels.com, which also serves as the unique platform for Radisson

Rewards members. In August, the group launched the new Radisson Hotels mobile application, the perfect

travel companion for hotel bookers and Radisson Rewards members.

The guest experience has been the key driver while building the website and the app. Both the website and the

app have been developed thinking at the guests from when they first search and book a room, to the moment they

stay at the hotel and experience the Radisson Hotel Group hospitality. After their stay, these digital tools offer an

easy access to the loyal guests to stay update with company’s offers and deals and see their progression in the

loyalty program.

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OUR GOALS • BE PERCEIVED AS ONE OF THE MOST INNOVATIVE COMPANIES IN INDUSTRY

by leading the digital trends and using the latest technologies. The website and the app have been built following the latest UXrecommendations and use state-of-the-art technologies.

• INCREASE THE GROUP’S AWARENESS by removing brand-based websites in favour of one unique point of sales to book more than 1.400 hotels in over 115 countries. This also strongly enhances the user experience and drives SEO value (ranking in search engines such as Google).

• OFFER A BETTER GUEST AND MEMBER EXPERIENCE The website and the app offer a seamless experience. A booking completed on the site can be found and managed through the app. Members can access to all the loyalty features from any devices.

• INCREASE SALES Gathering eight brands on one platform delivers a better ROI thanks to an optimized acquisition spent aimed to drive traffic to one online shop. The new environment also increases cross-selling possibilities between the different brands.

• CREATING GLOBAL TEAMSThese new digital spaces are the result of a is a joint effort that involved colleagues in the Americas, APAC and EMEA and moving on will be managed by a global team.

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WEB RESULTS 1/3• The website is now FULLY MOBILE RESPONSIVE. This brought a remarkable uplift in

booking conversions from users browsing from mobile devices.

• The new website has ONE STEP LESS to finalize a booking. Users will book in 3 steps:

search, select and book. This improvement increased the chances of conversion and

reduced the drop-out rate (users abandoning the site).

• The PERFORMANCE (page load) on the web and on the app is great. This increased the

conversions and reduced the bounce rate (people leaving because the page does not load

quickly enough in this case).

• Thanks to better page performance and an attentive SEO optimization, the website has a

great ranking on search engines, even being just launched.

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WEB RESULTS 2/3

• The new website brings TESTING CAPABILITIES allowing A/B tests to provide the best

guest-experience. This will allow the digital team to continuously improve the products

based on data in order to increase conversions and user satisfaction.

• The new site and app bring to life a completely new OFFERS section to inspire, engage and

convince users. This will increase conversions.

• The new platforms offer revisited customer journeys for existing and potential new loyalty

members. This will increase new enrolments, enrich CRM database and improve our

intelligent capabilities.

AMAZING REVIEWS FROM USERS!Although the app has still not been advertised, users

downloaded it from the app markets and loved it!

The app is stable. There is still 97.72% crash-free

users (average iOS Android). The app is getting

closer to the target of less than 1% crashing

sessions.

TARGET<1% crashing

sessions

99.76%crash free users

APP RESULTS 3/3

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MEETRADISSONHOTELS.COMRadissonhotels.com is Radisson Hotels’ first true multi-brand

website that replaces 10 different separated brand websites in

favour of one user-friendly platform to serve our guests. This

new online landmarks allow guests to browse the company

portfolio of more than 1,100 hotels worldwide and to easily book

a stay in just a few clicks!

The new platform is the result of a great effort of consolidation

which involved the backend systems too. From 3 local content

management systems for the websites and the apps, the group

now moved to A UNIFIED GLOBAL content management system

that serves both the new website and the new app.

3FROM

TO

LOCAL CONTENT MANAGEMENT

SYSTEMS

GLOBAL CONTENT

MANAGEMENT SYSTEM FOR THE WEBSITE AND

THE APP

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MULTI-BRAND WEBSITE &

APP

10FROM

BRAND &

LOYALTY

WEBSITES

TO

&

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MOBILEFIRSTMOBILERESPONSIVE

RadissonHotels.com follows trending shifts in

consumer behaviour as visitors move away

from traditional desktop computers towards

mobile device browsers.

RadissonHotels.com was built to be mobile-

first and offers an optimized experience for

visitors browsing from smartphone and tablets.

MORE THAN

50%OF TRAFFIC

COMES FROM A MOBILE DEVICE

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Search bar(user can search using the

voice input)

Easy Customer

Service button

Advanced

analytics

In-app credit card

reader

Push notifications

Instant access to

upcoming booking

Instant search launch

for nearby hotels tonight

Bottom navigation bar:fast and intuitive

Customize app

preferences

THE LOYAL TRAVEL COMPANIONRADISSON HOTELS APP

The new Radisson Hotels app puts our

Radisson Rewards’ members and guests center stage. It has been designed as a

practical tool for effortless booking.

Thanks to its consistent user interface and intuitive user experience, the user can explore

our hotel portfolio in just a few taps.

The new app elevates our relationship with our members to a new level. Members are

able to view their dashboard to check their points balance, activities and to access the

benefits of our loyalty program.

The Radisson Hotels app is available on Android and iOS devices as an exciting new

addition to the digital channels of the Radisson Hotels.

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ONE SITEONE APP

Radissonhotels.com and Radisson Hotels app are the

perfect travel companion for travellers and Radisson Rewards

members – Radisson Hotel Group loyalty program.

They accompany guests in each stage of the trip, from booking,

to pre-stay information, until the moment they stay at the hotel

and then return to our hotels as loyal guests.

A SEAMLESSGUEST EXPERIENCE

BOOKING

PRE-STAY

LOYALTY

STAY

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AN EASIER WAYTO BOOK

Both the website and the app have been developed with a

customer-centric approach and follow the latest UX

recommendations. This new digital environment positions

Radisson Hotels among the most innovative companies in

the hotel industry.

The smooth navigation allows users to explore each hotel,

resort and residence in just 3 steps: search, choose, book!

Additionally, the website and app enable visitors to use their

mobile devices to unlock geo-targeting features to find the best

fitting hotel through a frictionless booking experience.

A NEW USER EXPERIENCE

BOOKING

The fresh design of RadissonHotels.com and the new Radisson Hotels app make our hotel pages brighter than ever! Big pictures, video animations and visual elements open the doors of our hotels. The clean and minimalistic design invites guests to browse the pages and discover more of our unique properties.

The content of the website has been completely re-written or re-edited.

NEWHOTELPAGES

1.244HOTEL

WEBSITES UNDER

ONE WEBSITE & APP!

Overview

Rooms

Offers & Deals

Meetings & Events

Nearby Attractions

Contact

Reviews

Restaurants

BOOKING

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NO MORE PRINT – JUST ONE TAP!

The app helps us go green! Bookers can add the reservation pass to their

digital wallet – so it’s easy and convenient to find it later. Additionally through

the app, the user can add the reservation details to the personal calendar.

Need to get in touch with the hotel? Or got lost? Through the app or the

website guests can get in touch with the hotel in an easy and convenient

way. All phone numbers have click-to-call functionality, which means the user

just needs to tap on the number to connect.

ALL INFORMATION AREIN YOUR SMARTPHONE!

PRE-STAY

Guests are be able to search for itineraries to

reach the hotel by car, public transport or

walking. The new app integrates with Google

Maps in Android and Maps in iOS so the user

can get real time information to reach the

hotel.

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ENJOY YOUR STAY

The Radisson Hotels app and the mobile

website work as a real hotel directory! Guests

can find all the information about the hotel

such as restaurants information. Within a

simple tap, users can “Call to Book” a table or

a relaxing massage at the spa.

On radissonhotels.com, users are able to

explore the hotel location by using a map to

discover all the best nearby attractions,

including: nature, nightlife, culture, landmarks,

food & drinks, family, business, shopping and

more.

BE OUR GUEST AND WEWILL SHOW YOU AROUND

STAY

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JOIN THE CLUB!

The new Radisson Hotels website and new Radisson Hotels

app elevate our relationship with the members of our loyalty

program to a new level. Members are able to view their dashboard

to check their points balance and their activities after each stay

and to access the benefits of our loyalty program and redeem their

points easily.

Radisson Hotels app is the perfect travel companion. Guests can

access upcoming, past or cancelled reservations and can change

their reservations on the go. A digital card is also always at hand!

Additionally, the re-book feature gives to guests fast access to

book their favourite hotel again.

RADISSON REWARDSFOR OUR LOYAL GUESTS

LOYALTY

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MEMBERSGET MOR(E)

RadissonHotels.com and Radisson Hotels app deliver a

personalized digital service for both new and existing

Radisson Rewards members. The Radisson Rewards and

Radisson Rewards for Business programs are explained in

a clear and easy way to fit with the sleek and clean design.

Thanks to the Members Only Rate (MOR),

Radisson Rewards members can save up

to 10% more when booking directly on the

website or through the app.

LOYALTY

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OPTIMIZATION FEATURES

PROVIDING THEBEST USER EXPERIENCE

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A JOURNEY TO PERSONALIZATION

WHO IS OUR VISITOR?WHERE IS HE/SHE FROM?

BUSINESS/LEASURE/BLEASUREMEMBER vs NON-MEMBER

SHOW HOTELS NEAR USER

SHOW POI NEAR USER

SHOW OFFERS FIRST

UPSCALE BRANDS BOOKER

SOURCE OF TRAFFIC

FAMILY TRAVELER

EMAIL BOOKER

LANGUAGE

RESIDENCE

TIER LEVEL

B2C vs B2B

GENDER

POINTS

AGE

RadissonHotels.com has been technically built to

capture various information of the visitors. Thanks to

this data, the website displays relevant content. This

digital experience is key to attract and retain loyal

members.

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A/B TESTINGEXPERIMENTS

A B

PAGE LOADING

A B

RATES DISPLAY

Page skeleton VS Load Bar

Extensive info VS Collapsed rates

RadissonHotels.com offers A/B testing capabilities to provide the best guest-experience possible. By running tests, we can understand what appeals visitors the most and improve the website to make it even more user-friendly and performant.

The new RadissonHotels.com brings TESTING CAPABILITIES allowing A/B tests to discover user’s preferences and offer the best guest-experience ensuring great conversions.

The testing capability brings the possibility to apply improvements based on data and to increase conversion rates regularly test by test.

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ANALYTICSCAPABILITIES

NEW

RadissonHotels.com and Radisson Hotels app have been

equipped with state-of-the-art tracking tools to ensure that

users’ behaviour is tracked to offer a even better user

experience based on real usage of the website and app.

Together with credited partners, Radisson Hotels built a

new global analytics infrastructure to deliver consistent

reporting across the various regions.

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SEOOPTIMIZEDRadissonHotels.com is SEO (search engine optimization) optimized

in order to increase organic traffic and create opportunities to convert prospects into customers.

To have a better ranking on search engines, we have created interesting and engaging pages and we have structured and written

the code of the site in a tactical way.

The drop of organic traffic (spontaneous visits) due to the launch of the new website and the new domain radissonhotels.com has been

mitigated by launching targeted SEM (search engine marketing) and display media campaigns.

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CONVERSIONOPTIMIZATIONTOOL INTEGRATION

Social Proof

Abandonment recovery

Data Integration

CustomerSegmentation

Visitors poolingand feedback

Hotels Recommendation

RadissonHotels.com integrates state-of-the-art

technologies to understand users’ preferences and

customize the experience in order to fulfil their

expectations and drive more conversions.

We are also able to capture voluntary feedback from

visitors.

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NEW

PROCESS

13LANGUAGES

ONLINE

AS OF TODAY

Arabic

Chinese (simplified)

Dutch

French

German

Italian

Norwegian

Polish

Portuguese (Brazil)

Russian

Spanish

Swedish

English

+4LANGUAGES

BY THE END

OF 2019

Croatian

Danish

Finnish

Turkish

10.872.385

NUMBER OF

WORDS TRANSLATED

TRANSLATION

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CHATBOT & SELF

ASSISTANCE

TOOLS

ADVANCE OPTIONS

WHEN CHOOSING

YOUR ROOM

COMPONENT PRICING

MODEL TO ADD ALL

OPTIONS ONLINE

ONLINE

CHECK-IN

/OUT

DYNAMIC

UPSELLING

FEATURES

ADVANCED

PERSONALIZATION TO OFFER

A COMPLETELY CUSTOMIZED

DIGITAL EXPERIENCE

THE JOURNEYIS JUST AT

CONCIERGE

FEATURES

THE BEGINNINGThe successful digital transformation deployed

in the last months is the first step toward a

bigger technological transformation that will

involve the Radisson Hotel Group. The

company is working on "EMMA," a unified

system designed to encompass revenue

management, property management, business

analytics and more.

THANK

YOUVISIT

RadissonHotels.com

DOWNLOAD

Radisson Hotels app on Google Play and App Store