Radisson offers online check-in

WASHINGTON - Radisson Hotels & Resorts, in an effort to improve guest services, is pursuing a new strategy that can be summed up in a single idea: freedom of choice.

One of the first manifestations of Radisson's strategy is a new service called "Express Yourself," which enables customers to book and check in online at www.radisson.com. Radisson is the first major hotel chain to offer such a service.

"All of our research indicated that guests thought the check-in process took too much time. The same was true of the checkout process," said Bjorn Gullaksen, head of the Radisson brand and executive vice president of Carlson Hotels Worldwide, owner of the Radisson brand.

The research also showed, Gullaksen said, that guests were "very annoyed" about being asked at check-in to fill out a form with information they thought they had already provided the hotel.

That spurred Radisson to take steps to "get the check-in process as efficient as it could be," Gullaksen said.

Radisson arrived at its strategy after spending the past year researching the preferences of guests.

It then crunched the data with an outside firm that specializes in helping companies sharpen their brand focus.

"The essence of this became that we would be successful, according to the research, if we worked everything around enabling choice for the guest because people [have different needs] when they travel," Gullaksen said.

"We need to make sure that we can enable choices in our hotels. When you have that as your brand essence, you then can start searching for what you can do for the guest that enables choice."

Regarding electronic check-in, Radisson considered emulating other chains, such as Hilton and Marriott, by installing  kiosks at properties.

However, with many of its guests already booking online, Radisson decided the Internet was the place to start.

"We decided that we had the technology to create a Web-based system," Gullaksen said.

Guests using the "Express Yourself" system for the first time must check in seven days prior to arrival.

After that, they can use the service to check in as soon as two hours before arrival.

At the Web site, users can set room preferences such as high or low floor, a room near or far from the elevators or an early check-in time.

Other preferences, like wake-up calls, will be added later.

"There is no limit to what we can prearrange," said Gullaksen.

Once the check-in has been completed, Radisson e-mails a confirmation to the guest noting the reservation and his or her preferences.

"All of this gives our employees at the front desk more chances to provide service for the guest, while the processes are taken care of prior to their arrival," Gullaksen said.

Guests still need to show identification to pick up their room keys when they arrive, but Gullaksen expects most hotels will have a designated "Express" desk to expedite the process.

The service was put in place in late August. Gullaksen said that Radisson processed more than 2,000 Internet-based "Express Yourself" check-ins in September. (Gullaksen noted the figure includes some Radisson employees who were testing the service.)

Radisson is working on other improvements to enable more freedom of choice in other areas.

By next April, for example, all of Radisson's hotels will offer high-speed Internet access.

The  chain also is installing upgraded bedding with adjustable firmness - again giving guests different options.

The chain intends to introduce an updated food menu next year as well.

All of the upcoming enhancements have been influenced by Radisson's guests, Gullaksen said.

"We asked guests about their expectations of the future for upscale hotels. We've tested those things to see if the guests really like them," Gullaksen said.

"I think we are taking a more scientific approach to it instead of saying, 'I am the hotelier, and I know what guests want.'