‘We embrace a Bharat-first strategy’

The communication strategy for the Radisson Hotel Group in the Indian market focusses on understanding its diverse stakeholders and reflecting the evolving hospitality ecosystem, influenced by technological advancements and shifting consumer expectations. “We use a data-first approach to tell captivating stories and provide insights into guests’ experiences. For instance, our Radisson Roadtrips campaign leverages data-driven insights to address the growing trend of domestic tourism and road travel in India, connecting travellers with serene destinations like Goa, Karjat, Lonavala, Navsari, Puducherry, Kumbhalgarh, Pahalgam and Srinagar, while highlighting the benefits of the Radisson Rewards loyalty programme,” shares Sonakshi Yajurvedi, Area Senior PR Manager – South Asia, Radisson Hotel Group.

RHG adapts its communication strategies by staying attuned to industry trends, such as the rise in sustainable and responsible travel. “This has led us to emphasise our commitment to sustainable practices, aligning with our guests’ values and strengthening our brand reputation. We aim to build trust and relationships by being authentic, transparent and thoughtful in our engagements with guests, partners and media, ensuring consistent and clear messaging that aligns with our brand values,” adds Yajurvedi who opines that communication is the lifeblood of RHG. “It’s how we connect, build relationships and make lasting impressions. It’s not just about conveying messages but crafting meaningful narratives that resonate with our audience’s emotions and aspirations. In the hospitality industry, where personal connections and experiences are key, effective communication is crucial,” she says.

Staying in tune with emerging trends and evolving consumer behaviors is essential, opines Yajurvedi. “We’ve witnessed a growing demand for personalised and immersive experiences, requiring us to tailor our communication strategies to make guests feel recognised and valued. Clear and consistent communication upholds our brand integrity and ensures our core values are communicated across all channels,” she says, adding, “Our approach must be adaptable and forward-thinking, embracing digital transformation to engage with our audience innovatively. From personalised digital content to interactive social media engagement, we create meaningful touchpoints that enhance our guests’ experiences. Communication is the bridge that connects us with our guests, partners and the community. It’s about being genuine, transparent and empathetic in every interaction,” she avers.

Communicating RHG’s brand message in India

Navigating the Indian market unveils landscape rich with both challenges and opportunities, each offering invaluable insights and growth potential. India’s vast cultural, linguistic and regional diversity presents a unique canvas for tailoring RHG’s brand communications. Yajurvedi observes, “India’s diverse cultural fabric allows us to craft messages that resonate deeply with different segments, making each communication not just heard but felt.”

The evolving consumer expectations, driven by a desire for distinctive and immersive experiences, demand continual innovation. “Today’s consumers are looking beyond traditional luxury; they crave unique, personalised encounters that elevate their experience. This shift pushes us to constantly innovate and reaffirm our commitment to exceptional, bespoke service,” reflects Yajurvedi, adding that understanding and anticipating market dynamics is key to keeping the brand relevant and robust.

Communication approach  

In a country as diverse as India, RHG’s adaptability is a key to its success. The strategy revolves around a multi-channel approach that blends local relevance with global consistency. Yajurvedi highlights, “Our ability to adapt our communication to India’s regional and cultural diversity is crucial. We embrace a ‘Bharat-first’ strategy, tailoring our messages to align with the rich cultural tapestry and aspirations across the country.”

Central to this approach is RHG’s expansion into Tier II to Tier V cities, which are experiencing rapid growth and an increasing middle class with a keen interest in quality hospitality. “These emerging regions present exciting opportunities. By customising our brand offerings to local preferences while maintaining global standards, we ensure our presence is both meaningful and impactful,” explains Yajurvedi.

The communication strategies at RHG are underpinned by comprehensive market research to grasp audience values, preferences and behaviours. With mobile internet usage surging, a digital-first approach has become indispensable. “Utilising a range of digital platforms allows us to engage effectively with our diverse audience,” she notes, adding, “By integrating localised messaging with strategic digital campaigns, we build strong connections and enhance our brand’s presence across every region of India.”

Digital engagement

“Our commitment to a digital-first approach allows us to interact dynamically with our customers, ensuring that we meet their expectations and enhance their overall experience. A cornerstone of our strategy is Radisson+, our cutting-edge platform that transforms guest interactions. Radisson+ is more than just a loyalty program; it’s a comprehensive guest experience initiative that integrates seamlessly across digital and non-digital touchpoints,” explains Yajurvedi. She adds this platform supports features like online check-ins and exclusive programmes, including the Sports Approved initiative, to provide added convenience and personalisation.