The hotel chain is shaping the strategy around best practice guidelines, currently being developed, that will eventually lead to content from its 275 properties running on a central, global hub. Content will range from tips on local customs, insights on nightlife, dining and its own hotels with a view to replicating the type of dynamic a traveller would have with a concierge.
Radisson expects the move, developed in partnership with Amaze, to create additional opportunities to mention the brand online after earlier efforts failed to generate enough references from either itself or customers. Previously, the company would have focused a larger proportion of its communications on posts that could have also been used by rivals, whereas now it is uncovering stories that highlight its knowledge of different countries.
The company is implementing a new workflow system across its hotels in the Americas, Europe, Middle East, Africa and Asia Pacific to support the move by bringing all its content producers together. Each market will continue to operate its own social media channels but the company wants to encourage its teams to be more proactive at sharing insights with one another.
The hotel brand’s digital marketing has been run in silos to date and the upcoming initiative is the first step towards instilling a more integrated approach to brand building.
Elsewhere, the business is also working on a digital strategy for its upcoming Radisson Red brand. Radisson’s parent company Carlson Rezidor unveiled the brand last month to target tech savvy consumers of all ages. It says future activity for the brand will appeal to those who crave “Lifestyle Select”, a hospitality trend whereby travellers are able to tailor hotel experiences to their preferences such as checking in via a smartphone or accessing concierge information from a website.
It is hoped the updates can drive repeat visits to Radisson hotels at a time when some industry observers are criticising the complexity of the loyalty schemes from the big hotel groups. Earlier this month, Hotels.com’s EMEA marketing boss said the sector’s current approach to loyalty was ‘convoluted” and pointed to its own “coffee shop-style” scheme as the way forward.