Radisson Hotels & Resorts has become the latest in a long line of hotel chains looking to boost their responsibility to modern CRM by launching a consumer mobile platform.
Created and operated by Dublin, Ireland-based Mobile Travel Technologies, Radisson will allow customers in the India, Australia and the UK to book rooms and browse through pages of information and images about individual hotels.
The service has also been fully integrated into Radisson’s existing booking platform.
A slight wrinkle in the opening phase of the project for Radisson is that they need customers to have opted in to receive promotional marketing messages during a previous stay or when browsing the Radisson site.
Radisson EVP for revenue generation in Asia-Pacific, Frank Trampert, reckons the launch of the service will be another “milestone in our efforts to improve customer communication and services”.
He’s saying all the right things, of course, but MTT hints at the real reason for the initiative here and elsewhere in the travel sector when it says mobile is offering a “cut through in an era when open rates and click through rates for email communication are declining”.
For MTT the project is another high profile client from the hotel industry, joining Hilton, IHG and Malmaison on its roster.