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A growing hotel brand, family-run, expanding globally - a portfolio going through changes. Over the past two years, The Red Carnation Hotel Collection has reviewed its operations, centralised its team and addressed its digital strategy. Suzie Thompson, VP Commercial  explains how they brought sweeping changes to have a unified market approach. 

This multi-award winning hotel brand launched a whole set of new websites, opened new properties and reworked its sales framework. Suzie talks about creating a commercial team, digitalising global teams, working with partners, enhancing brand delivery, and optimising the guest experience. 

Key Points

-     Restructuring the brand with a centralised strategy

-     Unifying the brand approach in sales and marketing

-     Evolving the guest experience and digital guest journey

-      Selecting technology partners

The Red Carnation Hotel Collection received Travolution Award for  ‘Best For Staying” 2021 as a result of the new website design and functionality, Travel Website of the Year from The Good Web Guide 2021, and named by Travel & Leisure World’s Best Awards 2021 as ‘number 3 best hotel brand in the world’.

It works with partners including Matter of Form, Synxis, Salesforce, and Selfbook.

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