VOLUME TWO / FALL 2019
A M E R I C A S
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T HE RA DI SSO N HOT EL GRO UP MAGA Z IN E FO R OWN ERS & OPER ATOR S
Delivering Value NEW CONSUMER-FACING PROGRAMS
Focus on the Future IMPROVED WEBSITE BENEFITS ALL BRANDS
Boosting Revenue BIG GOALS FOR 2019 SALES BLITZ
THE D I G I TA L I SS U E
INSIDE
NEWS & INSIGHTS
YOUR GUIDE TO THIS QUARTER’S ISSUE
Message from the editors
01 President’s Letter
THE SCOOP ON THE LATEST NEWS FOR hotels in the Americas from Aly El-Bassuni, Senior Vice President, Franchise Operations, Americas, RHG (left) and Adrian Oyekanmi, Senior Vice President, Global Strategic Sourcing, RHG (right).
A MEMORABLE GUEST EXPERIENCE is at the heart of all of RHG’s programs.
02 Delivering Value CONSUMER-FOCUSED TOUCHPOINTS align with growing guest demands.
04 Enhanced Experiences NEW AMENITIES FOCUS ON THE comfort and relaxation of guests.
06 Energy Savings TODAY’S AUTOMATED THERMOSTATS help combat rising energy costs.
07 United on the Web RHG’S NEW MOBILE-FIRST WEBSITE offers benefits across the brands.
08 Team Spirit THIS YEAR’S SALES BLITZ AIMS TO double revenue and participation from 2018.
09 ROCS on a Roll ROCS CONTINUES TO MAXIMIZE performance while minimizing effort.
WELCOME TO OUR SECOND EDITION OF ACCESS AMERICAS! We have a lot of great information to share in this issue, including updates on new touchpoints to elevate the guest experience. (See pages 2 - 5.) The first article focuses on future initiatives that will appeal to a growing demand for environmentally conscious choices, and the second article takes a look at the rollout of new brand standards for bedding and branded bath amenities. We also provide details on the all-new, multibrand RadissonHotels.com, including the many benefits it will offer both hotels and guests. Last year’s Sales Blitz was a huge success, so we’re launching another in late October and early November with the goal of giving you another chance to increase your revenues and shift share from competitors. Finally, you can see how the Revenue Optimization Consulting Services (ROCS) program continues to grow, both in numbers and satisfaction, on page 9. On another note, if you haven’t already signed up, we’d like to extend an invitation to attend our 2019 Americas Fall Regional Meetings. We’ll focus on providing opportunities for you to connect with each other and our teams and plan for a successful 2020. Click here to register today!
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CARING FOR ALL The drive to create a better guest experience.
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t Radisson Hotel Group, we’re guided by our focus on creating memorable moments and always ensuring guest satisfaction. Our mission to care for all of our guests is at the heart of every program we develop and every interaction we have with guests. We know guest satisfaction is important, and we have numbers that quantify just how important. Our latest results show that an average 80-room Country Inn & Suites by Radisson hotel can be missing out on as much as $300,000 a year in revenue if they have low NPS scores.
EVERYTHING WE DO IS TIED INTO PROVIDING THE BEST GUEST EXPERIENCE
Treating guests right also means empowering employees to deliver a memorable experience. This idea is central to Yes I Can!, our service mantra that encourages staff to make meaningful guest connections. If you want employees to be agile and innovative in addressing guest’s needs, it’s imperative that you give them the tools they need to be successful. It’s a true differentiator for our brands. I hope you’ll come away from this issue excited about what Radisson Hotel Group has been doing to help you drive guest satisfaction. If you have any suggestions, please reach out and let me know!
Ken Greene Ken Greene President, Americas
IN THE INDUSTRY. That’s why in this edition of Access Americas, we turn our attention to the guest experience. Every interaction is an opportunity to improve this critical aspect of our business. It starts by engaging with all employees to give them what they need to ensure Every Moment Matters. From making booking easier via the updated RadissonHotels.com, to providing bed and bath amenities that leave guests longing to return to your properties, everything we do is tied into providing the best guest experience in the industry.
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TO SUBMIT STORY SUGGESTIONS AND ADVERTISING QUERIES, please contact access.americas@radissonhotels.com. Radisson Hotel Group Americas Corporate Office: 701 Carlson Parkway, Minnetonka, MN 55305 U.S.A. +1 (763) 212-5000 FOLLOW US ON SOCIAL MEDIA
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DELIVERING VALUE New guest touchpoints build on Radisson Hotel Group’s efforts to address consumer preferences for guest amenities during their stay.
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adisson Hotel Group (RHG) has a range of guest-focused initiatives on the horizon that properties can begin to use in the coming months. An optional Green Housekeeping Program is coming soon, as well as environmentally responsible pens available to order in 2020. This approach taps into a growing consumer preference for environmentally conscious choices. GREEN HOUSEKEEPING PROGRAM RHG’s new Green Housekeeping Program enhances hotels’ ability to deliver the value customers expect in products that are environmentally conscious. While participation is optional, properties are highly encouraged to adopt the new initiatives of the program. “Hotels have the option to participate in Green Housekeeping, which is a
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housekeeping bypass program designed to help our guests choose to conserve resources like water and energy, resulting in a reduced
NEW INITIATIVES FOCUS ON CONSUMER PREFERENCES. environmental footprint,” says Stacy Brindise, Senior Director, Operations & Guest Experience, RHG.
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mounted amenity dispensers is now underway in the U.S.,” says Brindise. “We are currently collecting feedback on the guest experience, operational efficiencies, and potential cost savings to ensure that they add to the guest experience and reduce the impact to the environment.”
Guests who opt into the program will know they’re helping the environment, and they can choose to receive 1,500 Radisson Rewards points per night that they participate. More and more, guests are rewarding businesses that address environmental concerns. A communication explaining the Green Housekeeping Program will be sent in the next month. 100% RECYCLABLE PEN Beginning in 2020, hotels can order branded pens that are 100% recyclable once the ink is gone. RHG worked with PolyPak, on the pens. Family owned,
A new recyclable in-room coffee cup with a Radisson Rewards logo is in development. Hotel will be able to start ordering these in 2020 as their existing inventory is depleted. RHG is also testing branded, recyclable dining ware for Country Inn & Suites by Radisson. It’s available if requested by a guest, and if owners find it successful, this too could be more broadly introduced.
MEET STACY BRINDISE PolyPak has been in business for more than 35 years. Brindise explains, “Their purpose is to champion a green future by producing plastic products that are environmentally responsible. Our common goal is to not just have the perception of being green but to follow the supply chain all the way to the beginning. PolyPak was able to show us — step by step — how their supply chain is ethical and green.” Conversion to the pens will not be required until 2021. An update regarding the pens will come at a later date. FUTURE POSSIBLE PROGRAMS Additional initiatives are on the horizon, either in development or in pilot programs. “We are excited to announce that the global pilot of RHG’s customized wall
Pilot Programs
CLICK TO PLAY VIDEO
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FOR MORE INFORMATION, or if you’d like to be a pilot hotel for future efforts, contact Stacy Brindise at +1 (763) 212-0449 or stacy.brindise@ radissonhotels.com.
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TH E D I G I TA L I SS U E
ENHANCED EXPERIENCES New bedding packages and bath amenities are part of how Radisson Hotel Group is continually striving to improve the guest experience.
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roviding guests with the best possible experience is the goal of every Radisson Hotel Group (RHG) property. With that in mind, new bedding packages across brands were unveiled in January and are starting to be implemented. In addition, new bath amenities are also available as current stock is depleted. The updates are receiving rave reviews from guests, and they also take advantage of the scale of RHG’s global sourcing program to help drive down overall OS&E costs. NEW BEDDING OPTIONS For all Radisson-branded properties, the bedding changes include a new mattress protector that’s available in two options, as well as a duvet insert and cover. The bedding updates for Country Inn & Suites by Radisson include the blanket insert, the top sheet, and the removal of the bed runner. The pillows, pillow protectors, and pillow cases also have been updated for all brands. The Radisson Plaza Hotel at Kalamazoo Center, in Kalamazoo, Michigan, served as a pilot property for the new bedding program. “We understand that volunteering in this program is a chance to better our brand and, ultimately, our guest experience,” says Craig Davies, Assistant General Manager at the hotel. “The bedding components from the Brilliant Basics program have been welcomed by our guests, with cleaner lines and a
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lighter feel, and our staff love them as well,” adds Davies. General Manager George Brewer, of the Country Inn & Suites by Radisson, Abingdon, Virginia, appreciates that his property was part of a more thorough testing of the new bedding options and immediately saw the improvements in durability and quality. “We tested the new duvets for about a year, and I’ve been very pleased with them,” says Brewer. “They look much nicer, don’t have problems with lumping, and guests have been much more positive about the bedding in their reviews.” He also says that the switch to non-feather pillows was well received by guests, many of whom were allergic. For compliance deadlines, click here to refer to the Guest Experience Updates publications by brand: Country Inn & Suites by Radisson, Park Inn by Radisson, Radisson RED, Radisson, and Radisson Blu. BETTER BATH PRODUCTS From a procurement standpoint, the goal of the new bath amenities was to drive better quality and value. Selecting products that would be free of parabens and microbeads was important. “We partnered with a high-end perfumery in France to develop a unique scent for RHG, and it’s something we’re very proud of,” says Adrian Oyekanmi, Senior Vice President Global Strategic Sourcing, RHG. Controlling the ingredients and the scent allow RHG to offer guests a much more consistent touchpoint. In addition, RHG is piloting new customized wall-mounted bath amenity dispensers in the U.S. with a possible deployment date in 2020. (See page 3.)
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SHOP BETTER Free eProcurement tool ORDERING SUPPLIES IS EASY WITH SHOP. Are you taking advantage of SHOP? The free eProcurement tool offered by Radisson Hotel Group (RHG) can be used by all properties to order their supplies, including the new bath amenities and bedding. SHOP’s benefits include automated workflow approval process on orders and contracted prices from approved suppliers. “SHOP is a true benefit for our hotels. It’s easy to use, and hotels can access all contracted suppliers in one place. Plus, it’s easily available through a single sign-on via CONNECT,” says Jennifer Paulsen, eProcurement Manager, RHG. She adds that another benefit of the program is it saves owners and managers time. Additionally, by ordering through SHOP, hotels can use the tool’s Checkbook functionality, view the history of all orders, and leave an audit trail.
ACCES S MORE
TO GET STARTED, OR FOR ANY QUESTIONS, please contact shop@radissonhotels.com.
Radisson Hotel Group’s Preferred Technology Supplier. Affordable Solutions To Meet High-Tech Standards Proactive Network Monitoring & Analytics Comprehensive Network Auditing Disaster Recovery 100% Cloud Based Solution Preferred Radisson HSIA Supplier Offering OPEX Financing Options
RadissonSales@singledigits.com www.singledigits.com
Call Today (602) 568-1962
Improved Amenities BRANDED BATHROOM AMENITIES PROGRAM SHINES American Hotel Register Company is proud to have partnered with Radisson Hotel Group (RHG) on RHG’s new bath amenities line. Available for all properties in the Americas, American Hotel Register Company developed and manufactures the products and is an approved distributor for RHG hotels. Each brand has its own exclusive collection to enhance the guest experience. Jason Gillespie, National Account Manager at American Hotel Register Company, describes the extensive development process. “We worked with several different fragrances and conducted multiple samplings to ensure the look and feel of the product was spot on. In the end, we created a beautiful product to offer guests around the globe.” Gillespie feels that the new products better position RHG against its competitors. “The products have an enhanced look and feel, and guests are getting more product per bottle than they have been offered with past programs.” For more information about the new bath amenities, contact American Hotel Register Company or one of your other authorized distributors.
SUPERIOR SCENTS American Hotel Register Company looked to nature as inspiration for the new bath line fragrances.
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ENERGY SAVINGS Automated systems may offer the ideal solution for hotels to fight back against rising utility costs.
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ny cost-conscious hotel owner knows that utilities are one of their greatest expenses. In fact, energy is the single fastest-growing cost in the industry. That’s one reason why energy efficiency is a major component of the Radisson Hotel Group (RHG) Responsible Business initiative, THINK PLANET. RHG’s 2020 goal is to reduce energy consumption by 10%. Reducing the energy usage of a hotel by that percentage is equivalent to raising rates $0.62 for a Country Inn & Suites by Radisson, Park Inn by Radisson, or Radisson RED and as much as $1.35 for a Radisson Blu or Radisson*. OPTIMIZING YOUR SAVINGS HVAC technology may offer hotels a way to move toward these goals. Over the course of one year, even if booked, a hotel room is unoccupied 62% of the time. Recognizing this, RHG sponsored a pilot at the Radisson Blu Mall of America with an automated system from Verdant. Over one month, rooms with the system saw a 42% reduction in daily HVAC runtime. After the successful pilot, the hotel installed the system in all rooms. Scott Huston, Regional Director of Engineering, Radisson Blu Mall of America, appreciates the $6,800 in savings the hotel saw in July 2019 and the ability to monitor the thermostats via a mobile device. “You can view what’s going on in a room, even if it’s occupied, and know if there’s any issue.” * Source: Energy Star. Average increase for limited service and full service calculated out of 47,000 hotels in America.
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SMARTER HEATING AND COOLING Verdant’s energy-saving thermostats use smart occupancy sensing technology with patented software to reduce HVAC energy consumption when rooms are unoccupied. They also recognize if it is day or night, ensuring sleeping guests don’t wake up because of discomfort. The result is overall cost savings of up to 20% on a hotel’s electricity bill. “Verdant excels in retrofit situations,” explains John Attala, Marketing Director at Verdant Environmental Technologies. “If the customer has a thermostat on the wall, it’s a simple matter of taking it off and connecting ours with the existing wiring. If they don’t have an existing thermostat, a wireless one can be mounted easily.” In general, Verdant’s technology is compatible with most HVAC units on the market, including PTAC units, fan coil systems, and even some mini-split units.
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FOR MORE INFORMATION, email Michael Serour, Vice President of Sales, Verdant, at sales@verdant.info or call +1 (888) 440-0991.
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UNITED ON THE WEB Radisson Hotel Group’s new multibrand website embraces the digital future.
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he new Radisson Hotel Group (RHG) multibrand website, RadissonHotels.com, offers a dramatic step forward in the way it drives online bookings. Among other features, Radisson Rewards has been given prominent visibility across the site, encouraging visitors to join the loyalty program. Plus, the site dynamically adjusts to ensure that the guest’s booking experience is seamless on any computer, tablet, or smartphone. IMPROVED BOOKING RadissonHotels.com makes booking easier than ever before. Guests can now find hotels based on where they’re traveling, and it will serve up all RHG brands. “The booking funnel and reservation process is much more streamlined,” says Catherine Higgins Whiteside, Vice President, Marketing, Americas, RHG. “It’s more visual so they can truly connect with what they’ll be experiencing during their stay.” ACCESS TO RADISSON REWARDS Another improvement is the way Radisson Rewards is represented. The website references the loyalty program throughout its mall-like environment, encouraging guests to join and reinforcing benefits to current members. And, with the coming migration of the Radisson Rewards app to
the new Radisson Hotels app, members can manage their upcoming stays, book at the best rates, and redeem their points easily. The app also features a prominent button so users can quickly find hotels near their location. STRONGER USER EXPERIENCE AND SEO Having a single web and mobile platform is key to RHG’s efforts to enhance the user experience. Integral to that is the mobilefirst design approach. “There’s been such an increase in mobile traffic for consumers searching and booking our hotels that a mobile-first design was just a necessity,” explains Higgins Whiteside. The domain name is much stronger because all of RHG’s hotels are featured within a single platform. The website will drive more organic traffic to complement paid digital media and market by destination, city, and hotel. Finally, the new site supports more languages. It’s 12 core languages will also contribute to better search engine optimization (SEO). “Ultimately, everything behind the site’s development was done to attract more shoppers, convert more bookings, and increase our loyalty base,” says Higgins Whiteside. “This will continue to help drive more revenue to hotels through one of our most valuable channels.”
WHAT’S AHEAD Future updates MORE ENHANCEMENTS ARE IN THE WORKS Currently under development for RadissonHotels.com is a way to modify existing reservations and add more property content such as restaurants and bars, weddings, spas, and services. Additionally, RHG is working to offer a more personalized online experience by further customizing what a customer sees based on their location.
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EXPLORE THE NEW RadissonHotels.com or view a video of its benefits. SUBMIT YOUR FEEDBACK and request updates to your hotel’s site via the WebExtra Atlas (WEA) tool, available on CONNECT > Hotel Applications.
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TEAM SPIRIT The 2019 Sales Blitz aims to build on last year’s success.
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ost hotel owners know that team spirit, collaboration, and a bit of fun competition can benefit sales teams. Radisson Hotel Group (RHG) took that concept to a whole new level with its first Sales Blitz, held last year. Across the Americas, the effort resulted in 5,989 sales calls, which recorded an impressive $38.4 million in potential revenue. The effort’s success led RHG to begin immediately planning Sales Blitz II — set for Oct. 30 through Nov. 1 and Nov. 4 through Nov. 6. And this year, the eyes are on an even bigger prize. “We want to double the participants and revenue this year,” says Ross Hosking, Vice President, Sales and Distribution, Americas, RHG. “The ultimate goal is to increase revenue for your hotels and to shift share from your competitors.” BIGGER AND BETTER The Sales Blitz is organized by the Americas Sales organization in partnership with the Franchise Operations team to focus all of RHG’s sales force, including property-level teams, on contacting both new and current customers.
Each region has co-captains — the Regional Director and a member of the RHG Americas Sales Team — that will coordinate Sales Blitz training and participation across several hotels. In addition to local business, this year’s focus will include signing up new accounts for RHG’s Radisson Rewards for Business program for small and midsized enterprises (SMEs). The Radisson Rewards team is giving every hotel that participates 10 Radisson Rewards certificates worth 10,000 points to use as customer incentives. “I was excited that there was a whole team of hotels going through the same thing as me,” says Heather Shull, Assistant General Manager and Director of Sales, Country Inn & Suites by Radisson, Lawrence, Kansas, of her participation in last year’s blitz. “It was nice to see everyone’s positive comments and experiences on the Sales Blitz Facebook page because it inspired me to get out there more.” The team headed by Gina Abernathy, Director of Sales, Country Inn & Suites by Radisson, Metairie (New Orleans),
Louisiana, dressed up as Wizard of Oz characters for their blitz. “We were able to touch at least 40 accounts in the area, and people still talk about it. I really enjoyed showing the rest of the team what Sales does, while being able to make our presence known in the community.”
GETTING STARTED Ready to Blitz? HOTELS CAN GO TO THE SALES BLITZ WEBSITE, RHGSales.com, to register, set appointments, and log activity. Hotels can also search “2019 Every Sales Moment Matters Sales Blitz” on Facebook, where they can upload photos of their efforts and share the excitement and updates. RHG is offering sales teams and individuals a number of awards for participation and achievements. In addition, registrants will receive a “Sales Blitz in a Box” with tips, tactics, and recommendations for goal setting.
COUNTRY INN & SUITES BY RADISSON, METAIRIE (NEW ORLEANS), LA 2018 Sales Blitz team dressed as Wizard of Oz characters.
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TO REGISTER, click here to view the Sales Blitz website with more information, and click here to visit the Sales Blitz Facebook page. FOR QUESTIONS, send an email to katie.littlefield@ radissonhotels.com.
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ROCS ON A ROLL Revenue optimization services puts the spotlight on increasing performance.
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nrollment in Radisson Hotel Group’s ROCS (Revenue Optimization Consulting Services) program continues to grow as more hotel owners bring in experts to take on some — or all — of their revenue-related tasks. Radisson Hotel Group (RHG) launched an enhanced version in early 2019, with two new service levels adapted to fit a wider range of hotel needs. With 180+ hotels now on the program, ROCS is producing strong results, says Jeff Wermager, Senior Director, Revenue Optimization Services, RHG. In a 2019 study, ROCS hotels had increased RevPAR by an average of $9.24 or 15% in the first 12 months after joining the program. Note: each property is unique and may not see similar results. ROCS is also a huge time saver for hotels, says Wermager. “We take the work off their hands so they can do what they do best: focus on their team, the guests, and their hotel.”
In fact, 73% of ROCS hotels in the survey reported that they were “extremely satisfied.” “Our revenue specialist has jumped in and done a great job learning our property and comp set,” says Denise GrosserWelch, Revenue Manager, at the Radisson Plaza Hotel at Kalamazoo Center, in Kalamazoo, Michigan. “She is a wealth of knowledge and a great team member for us. She is always willing to help and support us in any way that she can.”
REWARDING OFFER Sign up and save IF YOU’RE INTERESTED IN LEARNING how ROCS can grow revenue, contact the ROCS team to discuss how the program fits your hotel. As a bonus, until October 31, 2019, Radisson Hotel Group is offering hotels that sign up 20,000 Radisson Rewards points and the 12th month of service at no cost.
93% OF HOTELS SURVEYED ARE SATISFIED OR BETTER WITH THE R0CS PROGRAM. ABOVE AND BEYOND Hotels that sign up for ROCS are partnered with an RHG revenue expert to create customized revenue-boosting action plans, including setting pricing strategies, optimizing market position, and managing rates and inventory in the IDeaS G3 Revenue Management System. In a June 2019 survey of ROCS hotels, 93% of hotels said they were satisfied or better with the ROCS program.
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FOR INFORMATION, click here to download the ROCS brochure to learn more about specific assistance provided at each of the program’s three service levels. FOR QUESTIONS, send an email to ROCS@radissonhotels.com.
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MAKE A DIFFERENCE. SPONSOR A CHILD. Radisson Hotel Group and SOS Children’s Villages are proud to partner to help children around the world grow up in loving, stable families. Our shared dream is to have each of our 1,100 hotels sponsor one or more SOS children to help provide crucial care and support. Be part of this dream. Sponsor now.
Sponsoring a child costs $420 per year. As a sponsor, your hotel will receive a welcome packet with a photo, information updates, and suggestions for ways to establish meaningful relationships with your sponsored child.
rhg-nochildalone.com/americas