Radisson books in Accenture for data-driven strategy

RadissonRadisson Hotel Group has appointed Accenture Interactive as its global experience agency in an effort to increase the digital presence of the company’s brands and hotels and transform the digital experience to improve customer acquisition and retention through a data-driven strategy.
The agency will provide digital marketing services for Radisson Collection, Radisson Blu, Radisson, Radisson RED, Park Inn by Radisson and Country Inn & Suites by Radisson, covering more than 1,100 hotels in operations across 80 countries.
Accenture Interactive will tap into Accenture’s Travel Industry Group, apply technology and data for personalised and targeted campaigns across all digital channels, and provide tailored content with the aim of increasing qualified traffic to drive new business for the hotel chain.
Accenture Interactive has already helped to create the group’s chatbot, designed specifically for meeting and events planners.
Radisson Hotel Group vice president of digital Remy Merckx said: “In a crowded hospitality space, Radisson is striving to differentiate itself from the rest through personalised and meaningful experiences, and making every moment matter for our guests – starting from a simple Google search to a memorable stay at one of our hotels, post-stay engagement and loyalty. We are delighted to partner with a digital industry leader like Accenture to help us achieve this vision.”
Mercedes Oblanca, managing director of Accenture Travel Industry Group in Europe, added: “We have examined the impact on travellers’ perception of personalised marketing campaigns. Travellers engagement improves significantly when brand communications are personalised consistently across the different channels and along the traveller journey.”

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