With the adoption of a successful customer-first and innovative digital strategy focused on immersive and localized experiences, Radisson Hotel Group has initiated the next phase of its full digital transformation.
Guests can now virtually tour the Group’s hotels using laptops, mobile phones, and VR headsets thanks to innovative hotel digital replicas. The Group’s innovative localization strategy comprises online journeys in 29 languages, customised for more than 60 regions, a hospitality industry first.
Radisson Hotel Group is among the early adopters of these game-changing technologies, which are increasing customer engagement and booking conversions.
With its digital transformation strategy to provide a localized and personalized digital experience to its guests by embracing new technology innovation and immersive experiences over the last three years, Radisson Hotel Group has cemented its position as an industry digital leader and pioneer. Radisson Hotel Group was among the first hotel firms to develop immersive digital experiences that allow it to display its hotels in new ways and allow customers to virtually feel and live in the rooms.
The Group has blended the digital and physical worlds with the launch of immersive experiences, where guests can move around, virtually explore hotel spaces, see what the view from their room looks like, and even interact with surrounding objects, thanks to 3D virtual venue tours from their smartphones, computers, or VR devices. Guests can also book the particular location they see on their screen through a simple and straightforward booking process.
In 2020, Radisson Hotel Group started its first immersive experiences trial to improve its customer-centric approach by delivering new ways for guests to enjoy its properties. The project was led by the Digital Experience Center of Excellence, a multicultural in-house team of digital experts in charge of bringing the Group’s hotel portfolio’s online experience to life.
To date, 86 hotels have integrated virtual tours into their hotel web sites, resulting in a +279% increase in hits, a +3.85% increase in average time on page, and a +20.91% increase in interactions in 2022 against 2021 when same pages simply contained static photos. The Group’s goal is to have the immersive experience available in 100 hotels by the end of 2023.
Immersive content has proven to be a powerful conversion booster for the Group’s Meetings & Events division. In 2022, the Group launched its first meetings and events booking engine with immersive experiences, allowing meeting planners to easily find their ideal event venue, explore meeting rooms and different set-ups, book directly, or send a request for a proposal for that specific space.
Floor plans, dollhouse views, and an accurate digital reproduction of the hotel are available through immersive virtual tours. Planners may evaluate if the spaces are what they are seeking for and book them with a few clicks. This technology also benefits in-house event teams, since it allows them to exhibit multiple meeting room setups in real time using any smartphone or VR goggles. Immersive experiences have resulted in a 35% increase in qualifying M&E inquiries and a 12% rise in booking conversions.
“In 2020, we decided to shift our business focus from international to domestic and to adapt our digital experience to be more interactive and localized by translating the entire booking funnel of our website and app into key strategic languages,” says Raul Alvarez Barrera, Vice President Global Digital Experience, Radisson Hotel Group. The next step was to launch our Immersive Experiences. Our customers can discover our hotels from anywhere in the world thanks to these virtual and interactive tours. This technology has been invaluable, particularly to our Meetings & Events business, as it allows us to demonstrate to busy conference planners the various flexible and customisable choices we offer across our portfolio.”
”Localization and immersive experiences have allowed us to deepen the trust and relationship we have with existing consumers, and they have proven to be wonderful long-term investments, contributing to better customer happiness and higher conversion rates. We are quite proud of the outcomes of these projects, which demonstrate our commitment to innovation and our goal of bringing the digital experience closer to our clients,” he added.
Radisson Hotel Group is the only hotel company in the world to offer this range of languages on its reservation system, reaching about 70% of the world’s population in their original language. By the end of 2023, the intention is to expand this offering to 31 languages. According to data, the local language conversion rate is three times greater in markets where English is not the primary language.
Visitors may now engage with the Group’s website and app in their native language, removing any language hurdles, which has increased income, with some pages in local languages generating more bookings per hotel than those in English. On top of translation, the Group created a solid personalisation roadmap to target clients utilizing their local cultures, colors, societal codes, and values. Users see local, relevant content about locations and hotels based on their location.
Users in more than 60 markets can now use tailored features, which have raised website conversions by 33% and reduced bounce rates by 24%.
Radisson Hotel Group was recently recognized as a winner at the CXA 23 Awards in two categories, including “Best use of Technology” and “Customer at the heart of everything – Strategy,” with the projects “Immersive experience to drive customer engagement and booking conversions” and “Localization at the heart of our digital experience.”
As part of its ongoing digital investment and online transformation strategy, the Group will announce new innovative features for the website and mobile app, as well as broader digital technology initiative