New Way Now: Radisson Hotel Group makes every moment matter with multilingual customers experiences
*Featured in this video:* Velit Dundar, vice president of global ecommerce at Radisson Hotel Group
*Executive summary:* With over 1,400 hotels spanning nearly 100 countries, Radisson Hotel Group was looking for a way to personalize its marketing content and create more welcoming, relevant experiences for global travelers. Working with Accenture and Google Cloud, Radisson Hotel Group leveraged BigQuery, Vertex AI, Google Ads, and Google’s multimodal Gemini models to build a generative AI agent to help create locally relevant ad content and translate it into more than 30 languages — in hours instead of weeks. With its new AI agent, Radisson Hotel Group’s global ad teams saw productivity rise by 50% — leading to a 22% increase in ad-driven revenue and boosting return on ad spend by 35%.
*Challenge:* As a digital leader, Radisson Hotel Group strives to be at the forefront of adopting emerging technologies and AI-driven solutions across its operations. The global hotel chain was looking for a way to harness gen AI to help personalize its marketing content for local audiences in new and existing markets.
*Solution:* Together with consulting firm and Google Cloud partner Accenture, Radisson Hotel Group used BigQuery’s scalable data platform to unite vast amounts of its customer and hotel data efficiently, providing a strong, scalable data foundation to fuel its AI initiatives. Leveraging Vertex AI, Radisson Hotel Group easily connected its extensive dataset to Google’s multimodal Gemini models, to create a custom AI agent. The agent can create personalized ad copy based on the unique characteristics of each hotel and its target audiences and then automatically translates it into multiple languages — in hours instead of weeks.
*Results:* Now, Radisson Hotel Group can deliver culturally relevant, personalized ads to potential guests at scale, bringing its signature brand promise, “Every Moment Matters,” to life in the AI era. With the new AI agent, Radisson’s global media teams can quickly deliver localized ad copy, empowering them to create content that connects with local audiences in half the time — leading to a 22% increase in ad-driven revenue and boosting return on ad spend by 35%.
*Key takeaways and highlights from our interview with Velit Dundar, Vice President Global E-Commerce at Radisson Hotel Group:*
→ “[Radisson] operates in more than 95 countries and our website is translated in more than 33 languages. Delivering personalization at such a scale, it's a real challenge. With Google Cloud, we can create personalized ad copies and translate them to any language in a few hours — instead of eight weeks.”
→ “The integration of Gemini, BigQuery, Vertex AI offers significant advantages and strengths. BigQuery's robust, scalable data warehousing capabilities handle vast amounts of data efficiently while Vertex AI machine learning services provide a flexible and scalable platform for building and deploying models. Gemini being part of this ecosystem ensures seamless integration and constant updates, keeping the workflow aligned with the latest development.”
→ “Google Cloud enables us to scale resources up and down based on demand, optimizing what cost and performance. With tools like BigQuery, we can quickly analyze [a] huge volume of data [and] deploy models to gain insight in real time, helping us to respond to market trends instantly. Revenue increased by 22% for AI-generated content versus human, the return on investment spend increased by more than 35%. When it comes to productivity, [we] saved 50% manual work, allowing our team to focus on other initiatives to drive broader innovation and improvements.”
*Google Cloud products used:* Vertex AI, Gemini, BigQuery, Compute Engine, Google Ads
