Radisson - Carlson

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SERVICE INNOVATION
KRIS LAMBRECHT, DIRECTOR, BRAND PROGRAM
DEVELOPMENT, THE AMERICAS
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OPERATIONALIZE THE BRAND PROMISE
Service
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Speaking to travel empathy
Yielding RevPAR
Global standard operating procedures
Formulating comprehensive guest experience
The Unique Selling Proposition of Radisson
Embraced with marketing activities
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2009 ROADMAP
Q3 2009
Fitness Room
In-room
Entertainment
Business Center
Operations
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2009 ROADMAP
Q3 2009
Q4 2009
Fitness Room
In-room
Entertainment
Business Center
Operations
Guest Room
Collateral
Water
Standard
Operating
Supplies &
Equipment
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2009 ROADMAP
Q3 2009
Q4 2009
2010
Terry
Standard
Fitness Room
Bathroom
Amenities
In-room
Entertainment
Coffee
Standard
Business Center
Operations
Guest Room
Collateral
Bedding/Linen
Standard
Water
Standard
Operating
Supplies &
Equipment
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Why?
61% of guests would NOT
return to a hotel with poor
high speed Internet access
Preferred Vendors
Launched: 8/24/2009
Compliance Date: 12/31/2009
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Radisson Blu Hotel, Abu Dhabi Yas Island
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 Accommodates business
and leisure traveler
 Checkout as late as 6 p.m.
 Upon availability
Launched: 10/30/2009
Compliance Date: 12/31/2009
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 Guarantee and logo displayed
 Multiple touch points visible to guests
Launched: 10/30/2009
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Radisson Blu Hotel, Glasgow, United Kingdom
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 Ensures accurate billing
 Consistent look and messaging
Launched: 10/30/2009
Compliance Date: 12/31/2009
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Radisson Blu Hotel, Birmingham, United Kingdom
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Global Program Offerings
Best available room
Breakfast
Turn down service
Upgraded bathroom amenities
including bathrobe and slippers
 Daily newspaper
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Launched: 1/21/2010
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Global Program Offerings
Best available room
Breakfast
Turn down service
Upgraded bathroom amenities
including bathrobe and slippers
 Daily newspaper
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Launched: 1/21/2010
Additional Offerings
+
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Drink coupon per night
Two bottles of water
1,000 Gold Points® per night
In-room laptop safe
iHome clock radio for iPod
Minimum of four outlets
by desk
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 Recommended Business Class inventory = 10%
 Flexible Business Class room conversion
Compliance Date: 6/1/2010
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RETURN ON INVESTMENT
 One time costs per key
One time costs per key
Laptop safe
Cost
USD 155
iHome clock radio for iPod
65
Robe
25
Power strip
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TOTAL
USD 255
 Breakeven cost* = USD 16 additional revenue per room per night
 Profit margin at USD 30 additional over retail rate = 45%
(* For Minneapolis and Salt Lake City pilot test hotels)
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GUEST PERCEIVED VALUE OF BUSINESS CLASS SERVICES
AND AMENITIES
Feature
Value
Breakfast
USD 20
One drink
6
Daily newspaper (Wall Street Journal)
2
Extra bottle of water
2
Gold Points® bonus
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TOTAL
USD 34
Intangible value  Best room in your hotel
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Pick up laundry
from guest within
15 minutes of call
Laundry returned
to guest within
three hours
Launched: 1/28/2010
Compliance Date: 4/30/2010
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Radisson Blu Metropolitan Hotel, Paris, France
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 Customized form is available from DataSource
 Operational cost: less than USD 300/year
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NEW SERVICE CONCEPTS AND STANDARDS
COMING IN 2010
Terry
Standard
Coffee
Standard
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New Bed
Standard
Bedding/Linen
Standard
Operating
Supplies
& Equipment
Bathroom
Amenities
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 Aligns with our brand positioning of
providing travel empathy
 Light breakfast menu
 Available 5 a.m. until restaurant opens
Launch: 3/31/2010
Compliance Date: 6/1/2010
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 Components
– Coffee / Tea
– Energy bar
– Fruit (apples or bananas)
– Water bottles (16.9 oz.)
 Service is complimentary to guests
 Cost*: ≈ USD 12/day for materials
(* For Radisson Plaza Minneapolis pilot test hotel)
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Radisson Decapolis Hotel, Panama City, Panama
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 Enhances the mood
 Creates atmosphere
 For lobby, bar, restaurant,
or other public spaces
Launch: 3/31/2010
Compliance Date: 12/31/2010
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 Music Moods vendor:
 Customized music play list by zone
 New standard is Music Moods in
lobby and restaurant zones
 Cost = USD 1,020 for two
zones/year, USD 435 for each
additional zone/year
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NEW CONVENTIONAL BED
 Simmons Beautyrest® Classic
"Chatfield" Luxury Plush EverNU Bed
 Bed set cost:
– Full XL = USD 335
– King = USD 475
– Queen = USD 360
Launch: 3/31/2010
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BEDDING/LINEN STANDARD
 New linens
– 300 thread count
– 60% cotton-40% poly blend
– Basket weave construction
 Bedding changes
– 2 decorative pillows
– King pillows replace shams
– New duvet cover
Launch: 6/1/2010
Compliance Date: 6/1/2011
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NEW BEDDING AND LINENS
Sheet Blend
(flat sheet)
Thread
Count
Total Bedding /
Linen Costs
Radisson (new)
60% cotton /
40% poly
300
USD 310.04
Wyndham
60% cotton /
40% poly
250
USD 327.53
Crowne Plaza
60% cotton /
40% poly
200
USD 318.81
DoubleTree
50% cotton /
50% poly
200
USD 305.95
Sheraton
50% cotton /
50% poly
200
USD 516.09
Westin
60% cotton /
40% poly
250
USD 414.69
Radisson (current)
60% cotton /
40% poly
250
USD 260.76
Competitor
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TERRY STANDARD
 Upscale look and feel
 Enhanced absorbency
 Higher quality terry size, weight,
and optimal quantity
Launch: 6/1/2010
Compliance Date: 6/1/2011
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TERRY COMPETITIVE MATRIX
Bath
Towel
Hand
Towel
Wash
Cloth
Total Cost
(1 PAR)
Radisson (new)
100% Cotton
27x54, 18#
16x30, 4.5#
13x13, 1.7#
USD 27.80
Wyndham
100% Cotton
27x54, 17#
16x30, 4.5#
13x13, 1.5#
USD 28.05
Crowne Plaza
100% Cotton
27x54, 17#
16x30, 4#
13x13, 1.4#
USD 31.84
DoubleTree
84/16 Blend
30x60, 22#
16x30, 4.5#
13x13, 1.5#
USD 15.70
Sheraton
100% Cotton
27x54, 14.9#
16x30, 4.25#
13x13, 1.5#
USD 20.31
27x50, 14#
16x30, 4#
12x12, 1#
USD 18.44
Competitor
Radisson (current)
85/15 Blend
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NEW IN-ROOM COFFEE
 New coffee brand – BD Imports
– Single cup packets
– Special bold flavor created just for Radisson
 Cost = USD .23/packet regular
USD .26/packet decaf
Launch: 3/31/2010
Compliance Date: 6/1/2010
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RADISSON COFFEE PROGRAM
New One Cup Brewer
from Cuisinart
New disposable cups
with to-go lids
Cost = USD 26
Cost = USD .26 for cup and lid
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OPERATING SUPPLIES & EQUIPMENT
 Designer touch to OS&E
 Consistent look and feel
 Clock radio, hair dryer, coffee and water
trays, ice bucket, glasses, wastebaskets
Launch: 6/1/2010
Compliance Date: 12/31/2011
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BATHROOM AMENITIES
 New packaging design
 New amenity tray
 Cost = USD 9 for new tray and soap dish
Launch: 6/1/2010
Compliance Date: 12/31/2010
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OPERATIONALIZE THE BRAND PROMISE
Service






Speaking to travel empathy
Yielding RevPAR
Global standard operating procedures
Formulating comprehensive guest experience
The Unique Selling Proposition of Radisson
Embraced with marketing activities
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RADISSON
STANDARDS OF SERVICE AND OPERATION
 Entire SOP document has been refreshed
 Baseline document for Radisson globally
 Standards in the SOP document are now mandatory
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QPR VENDOR
 Experience…25+ years of experience;
more than 12,000 inspections per year
 People…over 140 full-time hospitality
professionals on staff
 Technology…proprietary platform includes
standards and waiver management, property/corporate
reporting, self assessments
 Partnerships…Medallia and Ecolab
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QPR PROCESS
Pre-visit
 Standards review
 Self assessment
 Report prep for
Announced QPR
On Site
 Property walk-through
- Guest rooms
Post-visit
- Public space
- Standards review
 Review results/reports
 Address management
action plan with District
Directors
 Continue to leverage
self assessment
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Radisson Minneapolis Plaza, Minneapolis, Minnesota