February 25, 2014
Carlson Rezidor Hotel Group, one of the world's largest and most dynamic hotel groups, whose brands include Quorvus Collection, Radisson Blu®, Radisson®, Radisson Red, Park Plaza®, Park Inn® by Radisson and Country Inns & Suites By CarlsonSM, today announced significant efforts to lead the industry in guest experience across all Carlson Rezidor Hotel Group digital properties, with a focus on tablet and mobile experiences.
As the shift of online traffic continues to move from laptops to mobile devices, Carlson Rezidor is trending ahead of industry averages for both smartphone and tablet traffic in the United States within the travel and hospitality category. To accommodate for this shift and create a best-in-class digital experience for guests of Carlson Rezidor brands, the hospitality group is partnering with global marketing agency VML. The agency is working with Carlson Rezidor to redesign the hotel brand websites, implementing a combination of leading development practices including Progressive, Adaptive and Responsive design to account for the screens and devices of today and tomorrow.
“This initiative is another example of our commitment to strategic investment in providing our guests the very best experience, regardless of where they are in the journey, the touchpoint or the growing number of devices they choose to use,” said Rachael Marret, senior vice president, Customer Engagement, Carlson Rezidor Hotel Group.
With this approach, the content and functions of the new Carlson Rezidor brand websites will be designed as flexible components that fit different devices and screen sizes. This includes accommodating common gestures and swipe navigation features for ease of use on tablets, smartphones and other touchscreens.
“Increasingly, customers expect brands to deliver exactly what they want, when they want it and on whatever device they're using in the moment,” said Eric Pfeifer, director of mobility at VML. “These moments are critical opportunities for a brand and VML is excited to partner with Carlson Rezidor in its digital transformation.”
The first of Carlson Rezidor's digital guest experience redesigns is currently underway with and will be launched with the Radisson Blu brand this summer.