Marketing Mix Of Radisson and 7Ps (Updated 2024)

The Marketing mix of Radisson Hotels analyses the 7Ps of Radisson Hotels, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Radisson Hotels. Radisson Hotels is of American origins and is associated with the Hospitality and Tourism industry as it deals in resorts and hotels. It was founded in 1909 and is a subsidiary of its parent company, Carlson Rezidor Hotel Group. Radisson is a globally recognized and trusted brand that has created a distinctive name in the global market. It faces competition from several rival brands, and some of its competitors are as follows-

• Hilton
• Ritz Carlton
• Starwood Hotels and Resorts
• Four Seasons Hotels
• Mariott

About Radisson

• Type: The hotel chain
• Industry: Hospitality
• Founded: 1909
• Founder: Curt Carlson
• Headquarters: Minnetonka, Minnesota, United States
• Area served: Worldwide
• Key people: Jim Citrin (Chairman) and Federico Gonzalez (CEO)
• Number of employees: 75,000+

Radisson Product Strategy

Radisson is an international brand and operates with the help of several brand names like Radisson RED, Radisson Blu, Park Inn, and Radisson. It offers luxurious settings and authentic hospitality designed to please its high-profile clients.

Radisson Hotel Group, a prominent player in the global hospitality industry, offers a diverse range of products and services under its umbrella.

The new Product Mix of Radisson in 2024 is as follows (Source).

1. Hotel Accommodations: The core product of Radisson is its hotel accommodation, which ranges from luxury to economy segments. They provide a variety of room types, including standard rooms, suites, and business-class rooms, catering to different guest needs and preferences.
2. Meeting and Event Spaces: Radisson hotels offer meeting and event spaces, including conference rooms, banquet halls, and ballrooms. These facilities have modern amenities and services after business meetings, conferences, weddings, and other social events. Food and Beverage Services: Radisson properties typically feature various dining options, including restaurants, bars, and cafes. These dining venues offer diverse cuisines and experiences, from fine dining to casual eating.
3. Wellness and Recreation Facilities: Many Radisson hotels include wellness and recreation facilities such as spas, fitness centers, swimming pools, and lounges. These amenities enhance the guest experience, offering relaxation and leisure options.
4. Loyalty Program (Radisson Rewards): Radisson Rewards is their loyalty program, offering guests points for stays and services that can be redeemed for future stays, room upgrades, discounts, and other benefits. This program helps in customer retention and encourages repeat business.
5. Business Services: For business travelers, Radisson hotels provide a range of business services, including business centers, high-speed internet access, and workstations. These services ensure business guests have everything they need for a productive stay.
6. Brand Portfolio: Radisson’s product mix is diversified across several brands, catering to different market segments. This includes Radisson Blu (upper upscale), Radisson (upscale), Radisson RED (lifestyle select), Park Plaza (upper midscale), Park Inn by Radisson (midscale), and Country Inn & Suites by Radisson (upper midscale).
7. Sustainable and Responsible Business Practices: Radisson is increasingly focusing on sustainable and responsible business practices, offering products and services that are environmentally friendly and socially responsible. This includes initiatives like reducing carbon footprints, waste management, and supporting local communities.

Radisson Pricing Strategy

Radisson Hotel Group employs a sophisticated pricing strategy to balance competitiveness, guest value target segment of the market, and revenue optimization. Here’s an expert breakdown of Radisson’s pricing strategy:

1. Dynamic Pricing Model: Radisson utilizes a dynamic pricing strategy where room rates fluctuate based on demand, seasonality, and market conditions. This flexible approach allows Radisson to maximize revenue during peak periods while remaining competitive during off-peak times.
2. Segmented Pricing for Different Brands: Given its diverse brand portfolio, Radisson implements segmented pricing to cater to various market segments. Luxury brands like Radisson Blu offer premium pricing, while more budget-friendly brands like Country Inn & Suites cater to price-sensitive customers with lower rates.
3. Value-Based Pricing for Premium Services: Radisson adopts a value-based pricing approach for its high-end services, such as luxury suites and exclusive amenities. This ensures that guests perceive a fair value for the premium experience and services they receive.
4. Packages and Bundled Offers: Radisson creates value for guests through bundled offers and packages, combining accommodations with additional services like dining, spa treatments, or local experiences. These packages enhance guest experience and increase the perceived value and average spend.
5. Loyalty Program Incentives (Radisson Rewards): Through the Radisson Rewards program, the group encourages repeat bookings by offering discounted rates, room upgrades, and other benefits to loyal customers. This strategy aids in customer retention and long-term revenue generation.
6. Corporate and Group Rate Negotiations: Radisson engages in negotiated pricing with corporate clients and groups, offering special rates based on the volume and frequency of bookings. This tailored approach caters to business travelers and event organizers, securing bulk bookings.
7. Geographic and Economic Considerations: The pricing strategy is also tailored to reflect each geographic location’s economic conditions and competitive landscape. This local adaptation ensures that Radisson’s pricing is relevant and competitive in different markets.
8. Revenue Management Systems: Radisson employs advanced revenue management systems to optimize pricing. These systems analyze data on occupancy, market trends, and consumer behavior to help set the most effective prices.

Radisson Place Strategy

Radisson Red has been targeted at travelers, with the first in Brussels. Park Inn is the first hotel to offer a mid-scale product range at one hundred and twenty-seven places. The company has a widespread distribution network that includes operation and management with the help of a franchise system. Radisson has opened all its hotels at strategic and high-profile places like near airports and at posh and urban localities. Its website offers online booking services and is upgraded regularly to upload related and latest information.

Here’s the place strategy of Radisson hotels.

1. Global Presence with Strategic Locations: Radisson Hotel Group has a wide global presence, strategically situated its properties in major cities, business hubs, tourist destinations, and near airports. This ensures accessibility and convenience for both business and leisure travelers.
2. Diverse Brand Portfolio for Varied Market Segments: The group’s diverse brand portfolio, which includes Radisson Blu, Radisson RED, and Country Inn & Suites, among others, allows them to cater to various market segments, from luxury to economy, ensuring a presence in multiple tiers of the hospitality market.
3. Online Presence and Booking Platforms: Radisson maintains a robust online presence with an efficient booking platform, including a user-friendly website and mobile app. This digital strategy makes it easy for customers to find information, book accommodations, and access services, thus enhancing customer experience and engagement.
4. Partnerships with Travel Agencies and Online Travel Portals: By partnering with travel agencies and online travel portals, Radisson expands its reach to more customers. These partnerships are crucial for tapping into broader markets and driving bookings, especially in highly competitive regions.
5. Loyalty Program to Encourage Repeat Visits: The Radisson Rewards loyalty program plays a significant role in their place strategy. It encourages repeat business by offering rewards and benefits to returning guests, thus fostering customer loyalty and ensuring a steady stream of clientele across its various properties.

Radisson Promotion Strategy

Radisson is a powerful global brand that delivers contemporary products, other amenities, and services in the hospitality sector. Its service philosophy is yes, I can and describes the positive mentality of the company’s headquarters and management. Radisson has implemented several promotional strategies to increase its brand awareness.

It heavily depends on mouth publicity as satisfied customers become loyal and regular customers and recommend it to others. Radisson believes in individual attention and relates to its customers personally. It sends emails and SMS to its regular patrons, offering coupons for up-gradation or free services to reward their loyalty towards Radisson. It has tie-ups with numerous travel agents and offers incentives and package discounts to increase its customer base. Radisson is aware of its social responsibility and takes part in CSR activities.

Some Recent Video ads and Print ads for Radisson are:

Radisson People Strategy

The “People” element of the service marketing mix refers to the company and its customers’ staff, focusing on the importance of customer service and employees’ role in delivering a positive customer experience. Regarding Radisson, a renowned global hotel chain, understanding the “People” aspect is crucial as it directly impacts customer satisfaction, loyalty, and overall brand image. Here are several critical points about the “People” aspect of Radisson’s service marketing mix:

1. Employee Training and Development: Radisson invests significantly in the training and development of its staff to ensure they provide exceptional service. This includes hospitality training, customer service excellence, and leadership programs to prepare employees for various roles within the hotel.
2. Customer Service Excellence: The brand strongly emphasizes delivering outstanding customer service. This is achieved through personalized service, attention to detail, and going the extra mile to meet or exceed guest expectations.
3. Diverse and Inclusive Workforce: Radisson aims to create a diverse and inclusive workforce that reflects the global nature of its business. This diversity enhances creativity, fosters innovation, and improves decision-making, contributing to a more positive and welcoming environment for guests.
4. Employee Empowerment: The company empowers its employees by giving them the authority to make decisions that can immediately resolve guest issues, leading to faster problem resolution and increased guest satisfaction.
5. Staff Engagement and Satisfaction: Recognizing that happy employees lead to happy customers, Radisson focuses on staff engagement and satisfaction. This includes creating a positive work environment, offering competitive benefits, and recognizing and rewarding employees for their contributions.
6. Brand Ambassadors: Employees are seen as brand ambassadors who represent Radisson’s values and ethos. Their professionalism, attitude, and behavior are crucial in shaping the guest experience and building the brand’s reputation.
7. Feedback Mechanisms: Radisson implements various feedback mechanisms to gather insights from guests about their experiences. This feedback is used to improve service quality and employee performance, demonstrating the importance of people in the continuous improvement process.
8. Cultural Sensitivity and Global Perspective: With hotels in various countries, Radisson ensures that its staff is culturally sensitive and capable of catering to the needs of an international clientele. This global perspective is critical in delivering services that meet the diverse expectations of guests worldwide.

Radisson Process Strategy

The “Process” element of the service marketing mix refers to the procedures, mechanisms, and flow of activities by which services are consumed. It is a critical aspect of the overall customer experience, especially in the hospitality industry, where service delivery’s efficiency, reliability, and convenience can significantly impact customer satisfaction. For Radisson, a leading global hotel chain, the “Process” aspect is meticulously designed to target customers and ensure a seamless, efficient, and enjoyable guest experience. Here are several critical points about the “Process” aspect of Radisson’s service marketing mix:

1. Online Booking System: Radisson offers an easy-to-use, intuitive online booking system on its website and mobile app, allowing guests to search for hotels, compare room types, view rates, and make reservations effortlessly. This system also supports the customization of stays and special requests.
2. Check-in and Check-out Procedures: The brand has streamlined its check-in and check-out processes to reduce waiting times and improve convenience. This includes options for online check-in and express check-out services, enabling guests to manage their stays more flexibly.
3. Quality Management: Radisson employs rigorous quality management processes to ensure that all aspects of the hotel operation meet high standards. This includes regular inspections, guest feedback surveys, and continuous improvement programs.
4. Customer Service Protocols: The company has established clear customer service protocols to ensure consistent and high-quality interactions between staff and guests. This includes handling inquiries, complaints, and requests efficiently and professionally.
5. Housekeeping and Maintenance: Radisson’s processes for housekeeping and maintenance are designed to ensure rooms and facilities are clean, safe, and in excellent condition. Scheduled maintenance and room inspections are part of these processes to prevent issues and ensure guest comfort.
6. Food and Beverage Operations: The food and beverage service process is carefully managed to provide a high-quality dining experience. This includes menu planning, food preparation standards, and service delivery protocols.
7. Guest Feedback and Resolution Process: Radisson has a structured process for collecting, analyzing, and acting on guest feedback. This includes post-stay surveys, online review management, and a system for promptly addressing and resolving guest complaints.
8. Training and Development: An ongoing training and development process is in place for all staff, ensuring they have the skills and knowledge required to deliver exceptional service. This includes training in customer service, safety and security, and brand standards.
9. Safety and Security Procedures: Radisson prioritizes its guests’ and employees’ safety and security. The brand’s processes include security measures, emergency procedures, and health and safety protocols to protect everyone on the premises.
10. Environmental and Sustainability Practices: Radisson incorporates sustainable practices into its operations, including waste management, energy conservation, and responsible sourcing. These processes are part of the brand’s commitment to reducing its environmental impact.

Radisson Physical Evidence Strategy

The “Physical Evidence” element of the service marketing mix refers to the environment in which the service is delivered, along with any tangible goods that facilitate the performance of the service. This aspect is particularly significant in the hospitality industry, influencing guests’ perceptions and experiences. For Radisson, a prestigious global hotel chain, physical evidence plays a crucial role in shaping its brand image and customer satisfaction. Here are several critical points about the physical evidence aspect of Radisson’s service marketing mix:

1. Hotel Architecture and Design: Radisson hotels are designed to reflect luxury and comfort, with architecture and interiors that blend aesthetic appeal and functionality. This includes stylish lobbies, comfortable guest rooms, and versatile meeting spaces.
2. Branding Elements: The brand’s logo, colors, and signage are consistently displayed across all touchpoints, including the hotel exterior, staff uniforms, stationery, and digital platforms. These elements help in creating a solid and recognizable brand image.
3. Room Amenities and Furnishings: Guest rooms have high-quality furnishings, comfortable bedding, and modern amenities such as flat-screen TVs, minibars, and complimentary Wi-Fi. These features are intended to meet guests’ needs and exceed their expectations.
4. Cleanliness and Maintenance: The cleanliness of the hotel premises, including guest rooms, public areas, and recreational facilities, is meticulously maintained. Regular maintenance ensures that all facilities are in excellent condition, reinforcing the brand’s commitment to quality.
5. Ambience and Atmosphere: The ambience of Radisson hotels is carefully curated to provide a welcoming and comfortable atmosphere. This includes lighting, music, scent, and overall décor to enhance the guest experience.
6. Leisure Facilities: Physical evidence of Radisson’s commitment to guest satisfaction includes the availability of leisure facilities such as swimming pools, spas, fitness centers, and restaurants. These facilities are designed to offer guests a comprehensive and enjoyable stay.
7. Safety and Security Measures: Visible security measures, such as surveillance cameras, security personnel, and emergency instructions, provide guests with peace of mind during their stay. These elements are crucial for ensuring guest safety and confidence.
8. Collateral Materials: Printed materials such as brochures, menus, and service directories found in guest rooms offer tangible evidence of the hotel’s services and amenities. These materials are designed to be informative and reflect the brand’s quality standards.
9. Digital Presence: The hotel’s website, mobile app, and social media platforms serve as digital physical evidence. They offer a seamless and user-friendly experience, providing information, facilitating bookings, and engaging with guests.
10. Sustainability Initiatives: Physical evidence of Radisson’s commitment to sustainability includes visible initiatives such as recycling bins, energy-efficient lighting, and information about conservation efforts within the hotel. These practices align with the growing consumer demand for environmentally responsible businesses.

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