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Summer is here. As Covid cases fall and the number of vaccinated people rises, hospitality companies are gearing up for a busy season. Large brands like Radisson Hotel Group, which operates in 115 countries, have managed to expand their portfolios to help meet demand. “Even in adverse times, we signed 42 new hotels with 7,500 rooms in EMEA and 84 hotels in APAC,” said Elie Younes, the company’s executive vice president and chief development officer, in a recent interview with Skift.
Radisson’s expansion was facilitated by the company’s franchise business model, the most common model within the hospitality industry. But the model has also made it difficult for Radisson to forecast efficiently and maintain control over visual content as it continues to transform itself from a hospitality brand to an integrated lifestyle brand. How could it maintain brand consistency across a variety of distinctive global experiences?
Radisson partnered with OCUS to standardize visual content and quality across nine hotel brands, including luxury properties such as Radisson Collection, upscale brands like Radisson RED, and midscale offerings like Country Inn & Suites. “We want every brand in the Radisson Hotel Group to have the same feeling,” they shared in initial discussions with OCUS.
First, OCUS worked on improving Radisson’s guidelines and simplifying its production workflows to ensure global consistency across photoshoots while continuing to reflect specific brand identity. Guidelines for the nine brands were merged into two efficient workflows to train photographers into producing brand-compliant, quality images.
During the shoots, standard hotel content was supplemented with additional photos and videos to present the complete hotel environment and deliver on the brand’s lifestyle proposition.
Improving the quality and consistency of Radisson’s photo and video content enhanced customer experience and increased online booking. As Radisson Hotel Group continues to expand (the company is set to expand in China with more than 1500 hotels by 2025) its customized OCUS image solution will continue to serve them well:
Visual content is strategic in increasing engagement, offering choice and assortment, and ultimately leading to higher satisfaction, brand loyalty, and sales.
OCUS’ enterprise-class API platform, powered by a world-class photographer community, produces powerful visuals at scale and optimizes them to ensure the highest conversion rates for hospitality clients. Leveraging its community of 30,000 global Image Creators in photography, videography, and drone, OCUS can quickly and efficiently service clients in Europe, Asia, and the Americas. After a partnership is initiated, business intelligence tools provide real-time insights to identify blockers and drive revenue.
Contact firstname.lastname@example.org today, to learn how the OCUS solution can drive results specific to your business needs.
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