CASE STUDIES
RHG turns trusted, unified data into better outcomes with AI.
Already using Reltio to unify core data, Radisson Hotel Group (RHG) expanded to 52 connected systems to power AI-driven enrichment and grouping—improving commercial context, decisions, and guest experiences.
“Sales, marketing, and business development needed a B2B attribute we couldn’t even source from third parties—so we used AI, an LLM, and knowledge-based design to enrich it.”
NOUMAN ALI
SENIOR DIRECTOR, GLOBAL DATA GOVERNANCE & MDM
95–99%
quality B2B attributes (up from 70%)
0.001¢
AI-led enrichment cost/customer (was €1.30)
20–25%
reduction in duplicate B2C customer records
From a trusted data foundation to higher-value AI use cases.
Radisson Hotel Group had already laid the groundwork with OneMDM. The next step was to connect guest, company, and hotel context more deeply and turn that foundation into practical AI use cases.
RHG operates across multiple brands, properties, guest touchpoints, and corporate relationships. To keep improving guest experience, loyalty, and commercial performance, it needed cleaner context not just for guests, but also for the companies and properties connected to them.
RHG had already built a strong Reltio-based foundation, but key gaps remained. Teams still needed to connect hotel, B2B, and B2C data more deeply, move beyond isolated records, and access business attributes that could not be sourced internally or from third parties.
That mattered because sales, marketing, business development, and customer-facing teams needed better business context to segment more precisely, enrich records more intelligently, and act faster. The opportunity was no longer just cleaner data—it was using trusted data to power higher-value AI use cases like these:
- Extend OneMDM into richer guest, company, and hotel context.
- Improve commercial targeting with AI-driven enrichment and grouping.
- Reduce duplicate-driven friction across B2C customer data.
- Build a governed foundation for next-step agentic AI.
“We’re working toward a multi-agent data management model where specialized agents for data quality, stewardship, and governance work together—with orchestration and guardrails built in—and supervisor agents to minimize hallucinations.”
Nouman Ali
Senior Director of Global Data Governance & MDM
Context-rich data and relationships fostered AI innovation.
Building on its existing Reltio foundation, Radisson connected hotel, B2B, and B2C data into a broader view of guests, companies, and properties. That expanded context supported AI-led enrichment for a key business attribute it could not source elsewhere, plus AI grouping to improve audience segmentation and commercial targeting.
The result is more than cleaner records. Teams can work with richer business context, higher-quality profiles—and a clear path from data quality to business value. The same foundation also gives RHG a governed base for future multi-agent patterns, with strategy, prioritization, and oversight built into how new AI use cases are evaluated and scaled.
Why Radisson Hotel Group chose Reltio.
Reltio stood out by enabling expansion of OneMDM into richer context, fitting RHG’s governed AI model, and supporting embed-not-rebuild choices as use cases emerge.
Connected enterprise context.
Reltio would help RHG move from collecting records to connecting relationships across guests, companies, and hotels—turning trusted data into usable context.
Platform and AI extensibility.
Its AI model weighs build, buy, and embed. Reltio stood out as a platform they could extend with growing agentic capabilities instead of recreating from scratch.
Governed AI foundation.
Reltio fit RHG’s value-led, human-in-the-loop AI model, where new use cases must align to strategy, governance, risk, and business impact.
Our solution for Radisson Hotel Group.
Connected guest, company, and hotel data.
Radisson extended its existing foundation to connect more core domains deeply, giving teams a more comprehensive view for service, sales, and decision-making.
AI-led firmographic enrichment.
Reltio unlocked AI-led enrichment for a needed B2B attribute unavailable internally or from third parties, improving commercial context.
AI-driven grouping to create insight-led segmentation
AI-based grouping helped RHG segment customers more effectively, improving targeting and turning cleaner data into more useful business context.
Governed operating model for AI.
Use cases were prioritized against strategy and value, helping the team scale AI deliberately instead of chasing disconnected experiments.
Foundation for future agentic workflows.
The same trusted foundation now supports RHG’s plans for specialized agents, orchestration, and human oversight.
