Radisson Hotel Group today announced the appointment of Efrem Berman as Vice President, Global Loyalty. Berman previously served as Head of Global Loyalty and Engagement at Radisson Hotel Group. In this new role, Berman develops and oversees the global loyalty strategy while ensuring the current business is operating effectively. His success comes from a collaborative mindset that is geared to cross-functional solutions and generating global alignment.
Berman joined Radisson Hotel Group in 2017. During this time, he has rebranded the loyalty program to Radisson Rewards and repositioned the program as a strategic enabler of the company. Berman and his team are responsible for equipping the business to maximize the value of Radisson Rewards by creating a differentiated experience for members and delivering incremental value for hotels.
“Efrem has been a fantastic asset to our company and played a critical role in the rebranding efforts of Radisson Rewards to create unique and memorable moments for our members,” said Eric De Neef, Executive Vice President & Global Chief Branding and Commercial Officer, Radisson Hotel Group. “His expertise in loyalty has repositioned our program as a strategic driver promoting growth throughout the company.”
Berman has worked to improve customer experiences for most of his career. Originally from Montreal, Berman worked with Aimia, a global leader in loyalty management, in a number of global and regional capacities that exposed him to many aspects of the Aeroplan and Aimia businesses. Immediately preceding his role with Radisson Hotel Group, Berman was the Head of Loyalty Consulting, Americas.