Radisson Hotel Group has unveiled a new multi-brand website that allows customers to browse its entire portfolio, in a move that should enable easier bookings.

A new app will launch at the end of the month.

The group said the platforms would offer a more “personalised” experience, and would be the main places for Radisson Rewards members to view and redeem points and other benefits, including exclusive rates.

Radisson’s move away from single-brand websites puts its offering closer to hotel groups like Marriott, Hilton, Accor and IHG, who display their portfolio on one central site.

Radisson Hotel Group has seven brands – Radisson Collection, Radisson Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson and Country Inn and Suites by Radisson.

It was founded and is based in the US, though in 2018 was bought by Chinese hotel behemoth Jin Jiang.

The acquisition has seen it launch the first of 1,100 hotels set to be ‘co-branded’ by the group, with service and amenities catering for both Western and Chinese markets.

The hotels will be added to Jin Jiang’s We Hotel global booking platform, and will presumably also feature on the new Radisson site.

Group Chief Commercial Officer Eric De Neef commented: “The launch of radissonhotels.com is a key milestone on our journey towards the top.

“Having one single touchpoint for all our brands will strongly enhance the user experience and drive SEO value. Radissonhotels.com is a core commercial initiative of our five-year operating plan, which is transforming our business and aiming to make Radisson Hotel Group the company of choice for guests, owners and talent.”

The website will initially be available in English, Arabic, Dutch, French, German, Italian, Norwegian, Polish, Portuguese, Russian, Simplified Chinese, Spanish and Swedish. Additional language support will be brought online progressively.