Radisson Case Study

Creating a Consistent Customer Experience

The Challenge

Radisson, Carlson Hotels Worldwide's flagship brand with more than 430 properties globally, had strong awareness and market share, but faced declining revenues and reputation. A focus on franchisees and franchisee growth vs. customers and the hotel guest experience resulted in an undifferentiated, lackluster brand and inconsistent service.

Our Solution

We identified travelers' critical need to have more control over the hotel experience and freedom of choice by conducting extensive research with both business and leisure travelers. We then translated the strategy across all critical touchpoints and developed and enforced new brand standards and guidelines. Prophet trained all 150 employees of CHW within two months, and trained franchisees focusing on making the financial link between the brand strategy and the bottom line, which helped garner support and buy-in.

Results

As a result of this work, Carlson hotels experienced a record-breaking year:

• revenue increased 10%,
• profit increased 18%,
• revenue per available room increased 5.6 points, and
• QA scores went up 8 points.

The new brand direction is currently reflected in the multi-million dollar "Stay Your Own Way" campaign.