After a year of pandemic restrictions, leaders of Radisson Hotel Group Americas were surprised that business picked up at the start of 2021. Hotel staff needed to understand what type of guest was traveling, and what those guests expected from their stay. They needed data to understand guest needs—and even more important, to get a granular view of hotel activity from state to state.
The goal for all Radisson Hotel Group Americas employees is to provide guests with memorable moments during their stay, because guests were likely spending more time in their rooms than they would have before the pandemic. With Nor1 CheckIn Merchandising, the hotel group’s leaders know immediately how guests are responding to various offers and how willing they are to pay for upgrades.
Nor1’s CheckIn Merchandising helped us enhance our analytics to make it easier for us to get the data and slice and dice it. We know much more than we did previously.
Vice President of Revenue Optimization, Radisson Hotel Group Americas
Radisson Hotel Group Americas started using Nor1 CheckIn Merchandising and eStandby products and Oracle Hospitality’s OPERA Property Management prior to Oracle’s acquisition of Nor1, working with two separate teams from the two companies. After the acquisition, the combined products now offer real-time access to inventory information and help automate the entire guest process, from booking through checkout. By automating the process of identifying upsell opportunities, CheckIn Merchandising has greatly reduced manual tasks for front desk and call center staff. The automation between CheckIn Merchandising and OPERA eliminates an entire step for the front desk agent, says Radisson Customer Services Director Tee Phan.
For successful promotions, timing is everything.
Jennifer Schneider, the group’s vice president of revenue optimization, says that analytics were what really drove her team’s day-to-day activities in 2020, and they’ll only become more valuable in the months to come. There are 185 Radisson Hotel Group Americas properties on eStandby, a Nor1 product that offers upgrades to guests on a standby basis during pre-arrival, either on the booking engine or in a confirmation or pre-stay email. According to Phan, it adds a new opportunity for guests to upgrade without taking any employee time. Phan is using the analytics capabilities to generate reports in less than a quarter of the time it used to take—from 3 hours to under 30 minutes. She also can spend more time looking at analytics because they’re so easy to access.
Radisson Hotel Group Americas has made eStandby mandatory for every hotel that joins its family, and strongly encourages all hotels to start using CheckIn Merchandising. “We want to pull in all those analytics and all that data and be able to easily provide that to our hotels so that they can spend more time with the guests and create those experiences so that they come back,” says Schneider. “We're trying to support as much as possible through technology.”