Radisson’s strategic blueprint for growing its Sri Lankan tapestry

Delve into the strategic initiatives and visionary approach of the Radisson Hotels Group Sri Lanka as it embraces industry trends and shapes the growth trajectory of both its brand and the captivating destination it calls home. Alan Christie, Area General Manager, Radisson Hotels Group, Sri Lanka, discusses the details of their commitment to excellence and innovation in the ever-evolving world of hospitality.

Can you give us an overview of the Radisson Hotels Group in Sri Lanka and the unique features of its properties?  

Presently, we manage three hotels: one in Colombo boasting 158 rooms, another in Kandy with 122 rooms, and a third in Galle offering 172 rooms.

The Colombo Hotel is strategically positioned for the corporate market in the bustling city. However, it also caters to the leisure market, featuring a rooftop swimming pool. Noteworthy is our second-floor space with Indian Ocean views for corporate events.

Kandy, primarily a leisure destination, accommodates our highest corporate clientele as the sole international brand in the area. Our rooftop bar and pool and proximity to critical attractions make us an ideal choice for both leisure and corporate travellers.

Galle stands out as our crown jewel, offering a harmonious blend of leisure and MICE (Meetings, Incentives, Conferences, and Exhibitions). Positioned on a semi-private, natural half-moon cove, all 172 sea-facing rooms boast private balconies. The versatile event spaces, including a rooftop bar, make the Galle property an exceptional destination for weddings, corporate events, and holidays.

Our commitment to safety is highlighted by being the first hotel in Sri Lanka to receive Safe Hotels’ platinum status. Additionally, our Galle property recently secured the title of the most scenic wedding destination in Sri Lanka winning the coveted APEX Award at the Wedding Planning Conference (EWPC) in India, a testament to our dedication to excellence and innovation in the hospitality industry. In addition, Radisson Blu is the only international hotel in Galle.

As a distinguished global chain, what specific advantages do you believe your brand can bring to the operations in Sri Lanka?

I identify two primary advantages that significantly set us apart. First and foremost is our unwavering commitment to safety and security. As a global chain, we take immense pride in upholding high service and operational standards, fostering trust in our brand. Our guests and staff are our utmost priorities, exemplified by our rigorous pursuit of the Safe Hotels certification. Despite the considerable financial and time investment required for accreditation, we view it as a vital aspect of our brand identity. This commitment is particularly advantageous in Sri Lanka, a destination occasionally perceived as less secure. In Kandy and Galle the properties have attracted embassies, major corporations, and NGOs who trust our standards, operating procedures, and governance.

The second significant advantage lies in our robust loyalty programme, Radisson Rewards. While we compete with other branded hotels in Colombo that offer loyalty programmes, Radisson Rewards provides us with a distinctive edge. It enables us to surpass expectations in rewarding our guests with special recognition, fostering loyalty and satisfaction. Additionally, our business rewards programme offers incentives for corporate and incentive bookers, further enhancing our appeal in the business segment.

A third noteworthy advantage is our global reach, facilitated by Radisson Rewards. This programme not only strengthens guest loyalty but also expands our reach on a global scale.

How is Radisson strategically embracing and capitalizing on current trends shaping the hospitality industry?

The hospitality industry is witnessing dynamic shifts in various trends, ranging from the global movement towards zero plastic usage to an increased emphasis on environmental, community, and safety initiatives. Radisson is actively participating in and leveraging these trends to enhance our brand image and contribute positively to the community.

As a hotel company, we are committed to environmental and community sustainability. We’ve gone further beyond conventional community services, such as beach and lake clean-ups in Colombo and Kandy. In Colombo, we’ve contacted underprivileged communities, offering vocational cuisine and culinary arts training. This initiative addresses community needs and provides individuals with an opportunity to learn and thrive in the hospitality industry.

Additionally, we’ve partnered with Winnow Solutions, making Radisson the first hotel chain in Sri Lanka to implement its waste solution management programme. This programme not only aids in minimizing food wastage by providing real-time data on production but also enables us to engage with local farmers. We are diverting our food waste to these farmers for compost, supporting sustainable agriculture practices. This comprehensive approach reflects our dedication to the entire food production and consumption life cycle.

From a financial perspective, reducing wastage aligns with our commitment to cost savings and improving the bottom line for our stakeholders. However, our focus extends beyond financial gains; we are also aware of the environmental impact of our operations. Consumer trends now prioritize eco-friendly practices, and we aim to address these concerns transparently.

Moreover, our collaboration with the World Travel and Tourism Council underscores our commitment to safety and security. Meeting eight out of twelve criteria for their award demonstrates our dedication to initiatives that enhance guest safety, contribute to the local community, and align with evolving consumer expectations.

How has Radisson strategically navigated the economic challenges in the current landscape?

The prevailing economic challenges have presented formidable hurdles, and like other hotel companies, Radisson has faced a demanding period. We acknowledge the difficulties encountered and recognize that there is still a considerable distance to traverse on our path to recovery. Recent sales missions in India, Europe, and the UK underscored that we are operating well below pre-COVID levels, hovering between 35% and 40%. This underlines the urgency of robust promotional initiatives.

Our approach involves a collaborative effort with Destination Sri Lanka and the Sri Lankan Tourism Board to disseminate our message effectively to trade partners and consumers. While engaging with destination management companies (DMCs) and wholesalers remains pivotal, we understand the imperative of direct communication with potential travellers who may not yet be acquainted with the diverse offerings of Sri Lanka.

As a destination, Sri Lanka is rich in experiential diversity, ranging from backpacking adventures in Ella to indulging in ultra-luxury amidst the tea trails in the mountains, surfing along with beach holidays and more. As a brand, Radisson leverages its expansive global reach and the loyalty programme, both as channels to amplify the distinctiveness of these offerings. The commitment to unwavering safety and operational standards is a significant market differentiator, especially crucial to those grappling with uncertainties in the current environment.

Our success is further underlined by harnessing the strength of Radisson India, where we stand as the fastest-growing international chain with 112 hotels. Capitalizing on this expansive presence, we strategically promote Radisson hotels in Sri Lanka, fostering a sense of familiarity and trust among potential guests.

With anticipation for the road ahead, we planned and executed a significant brand launch which unveiled the rebranded Radisson destination in Sri Lanka to a global audience. It not only showcased our hotels but also positioned itself as a platform to spotlight the unique and diverse offerings of Sri Lanka as a destination.

We eagerly anticipate sharing this initiative with the world, reflecting our commitment to elevating the Radisson brand and showcasing Sri Lanka as a compelling travel destination.

What are the growth plans for Radisson Sri Lanka?

From a recent panel discussion, the essence is that we firmly believe in significant opportunities, underlining our dedication to this landscape.

In the context of Sri Lanka, a nation that pioneered tourism in Asia, predating even the Maldives, our historical presence is juxtaposed against relative market obscurity. Leveraging this historical depth and coupled with an incredibly diverse product offering, from idyllic beaches to mountainous landscapes, Sri Lanka is poised to appeal to a broad spectrum of travellers, spanning from budget-conscious backpackers to high-end holidaymakers.

The essence of Destination Sri Lanka revolves around catering to the needs of today’s travellers while anticipating the evolving desires of future generations. Drawing parallels to destinations like Bali, which transitioned from a honeymoon haven to a family-friendly retreat, Destination Sri Lanka seeks to resonate with travellers at various stages of their life’s journey. Describing us as the “Bali of 30 years ago” is a flattering acknowledgement of our unspoiled beauty and authenticity.

However, a significant challenge lies in effectively communicating this richness to potential visitors. While educating the trade is pivotal, the primary focus should be educating end consumers who are making choices from their living rooms, whether in Switzerland or elsewhere. Crafting refined messaging requires collaborative efforts with the Sri Lankan Tourism Board, government entities, and key partners such as Sri Lankan Airlines.

Regarding Radisson Hotels’ growth strategy in Sri Lanka, our current footprint spans three strategically chosen locations – Colombo, Kandy, and Galle. By strategically creating a “golden triangle” among our properties, we aim to offer guests a seamless and immersive Sri Lankan experience for travellers.