Radisson Hotel Group (RHG) has embarked on a transformative journey to redefine the way guests experience hotel booking and engagement. Leveraging cutting-edge technology, RHG has introduced an immersive customer journey that combines personalization, innovation, and sustainability to set a new standard in the hospitality industry.
Breaking away from tradition
In the era of digital disruption, RHG recognized the limitations of traditional booking platforms and saw an opportunity to provide a more engaging and intuitive solution. As Mario Manfuro, Senior Director, Digital Customer Experience at RHG and a key figure in this initiative, stated,
“We are moving away from traditional booking methods to create a fully immersive customer journey. Guests can explore destinations, interact with digital replicas of hotels, and book their rooms with confidence.”
This approach is not just about booking rooms but about creating a journey that begins well before guests arrive at the property. By combining immersive technology with personalized experiences, RHG has crafted a dynamic system that empowers travelers to explore and plan their stays in unprecedented ways.
The idea came into the team’s mind during the Covid19 crisis when travels were severely restricted. The idea was to “ find the way to open the door of our hotels to people” says Marion Manfuro.
Immersive technologies at work
The foundation of this transformation lies in several innovative technologies:
- Immersive Destinations: Guests can virtually explore hotel locations, nearby attractions, and surrounding areas through interactive AI-powered tools or drone-filmed content. This provides a comprehensive understanding of the destination, enabling informed decision-making.
- Digital Hotel Replicas: Through 3D models, guests can virtually navigate hotel interiors, inspect rooms, and even book specific spaces that meet their needs. “The immersive journey allows guests to understand the destination, visualize the hotel layout, and choose their perfect room, ensuring satisfaction and loyalty,” noted Manfuro.
- AI-Powered Avatars: Multilingual avatars guide users through virtual tours and assist with bookings, creating a personalized and seamless experience. This feature has been particularly effective for meetings and events planners.
Tangible business impacts
The implementation of these technologies has delivered measurable results for RHG. These tools have enhanced the conversion rate by 18%, with an average 12% upsell rate as guests opt for higher room categories.
Mario Manfuro highlighted the operational benefits: “Our digital replicas have increased clicks by 279% and reduced bounce rates by 68%, directly leading to higher booking conversions and ROI.” The impact extends to RHG’s mobile app, where immersive features have increased click-through rates by up to 80%.
More than digital transformation, it is also an asset for the hotels’ operation as Cluster General Manager, David Allan explains.
At his hotels, Radisson Blu Hotel, Dubai Canal View, Radisson Blu Hotel, Dubai Waterfront and Radisson Resort Ras Al Khaimah Marjan Island, they have integrated Immersive Content.
“We’ve really been taken aback by how effective this new tool is. The feedback from our customers has been fantastic and it is really enhancing what we offer to our guests. Giving potential clients a feel for what we offer right from the start of the enquiry has allowed us to improve our lead conversion rate significantly and has also aided in the service we deliver when the events are actually taking place owing to a better understanding from all parties as to what we offer. I’d recommend it to anyone. ”
Balancing Innovation and Sustainability
A notable aspect of RHG’s initiative is its alignment with sustainability goals. Virtual tours and immersive content reduce the need for physical site visits, thereby minimizing the carbon footprint. “Our immersive technologies reduce the need for on-site visits, aligning with RHG’s Net Zero commitment by minimizing carbon emissions and setting a standard for eco-friendly practices,” explained Manfuro.
Addressing new targets
“We wanted to reach new customer targets. New generations use their mobile phone and digital devices to prepare their stays and even on site. With this tool we are providing another level of digital service normality.”
The road ahead
RHG’s vision for the future includes creating a fully virtual booking environment. This ambitious goal involves integrating more advanced AI and digital tools to enhance customer engagement while maintaining operational efficiency.
“We are bringing our members into a virtual world and integrating features that personalize every aspect of their stay,” shared Manfuro.
By end of 2025, RHG plans to equip over 100 properties with these immersive technologies, further solidifying its position as a leader in digital transformation within the hospitality sector.
A will for paradigm shift in hospitality
Radisson Hotel Group’s immersive customer journeys represent more than a technological upgrade; they embody a shift in how hospitality services are delivered and experienced. By blending personalization, innovation, and sustainability, RHG is not only meeting modern travelers’ demands but also setting a benchmark for the industry’s future.
