The newly named Radisson Hotel Group (formerly Carlson Rezidor Hotel Group) made its rebranding official on Monday with a big press conference at the International Hotel Investment Forum (IHIF) in Berlin. At the same time, it also announced that the premium Radisson Collection in June will replace the company’s Quorvus Collection brand; a revamped loyalty program, Radisson Rewards and Radisson Rewards for Business; and a new signature service philosophy of the company and all its hotel brands called Every Moment Matters.
The new identity is intended to leverage the brand equity of the Radisson name to drive awareness in the marketplace and increase marketing efficiency across the global portfolio.
The new go-to-market name also serves to reinforce the partnership between Radisson Hospitality (formerly Carlson Hotels) and Rezidor Hotel Group (publicly listed on Nasdaq Stockholm, Sweden and headquartered in Brussels), who has master franchise agreements to develop and operate several brands across Europe, the Middle East and Africa.
“Today is the start of an exciting era for the Radisson Hotel Group, united by our new brand and long-term vision to become a top three hospitality company in the world,” said Federico González, president and CEO, the Rezidor Hotel Group and chairman of the Global Steering Committee, Radisson Hotel Group. “Our five-year operating plan includes initiatives that redefine our value proposition, optimize our portfolio, streamline operations, invest in new technology systems and align our team members to deliver on our signature, Every Moment Matters. ‘Every Moment Matters’ is about how we do business at the Radisson Hotel Group and who we are at the core – a place of purposeful encounters. For everyone. Everyday. Everywhere. Every time. Our rebranding is just the beginning.”
“The creation of the Radisson Hotel Group is an evolution of our long-term partnership with the Rezidor Hotel Group. Together, we are clarifying and executing a new brand architecture to create more value for our guests and owners,” said John Kidd, CEO and COO, Radisson Hospitality. “It’s the right time for us to align our strategic and operating plans and go-to-market as one solid player.”
In conjunction with the alignment around the Radisson brand equity, the Radisson Hotel Group has restructured its brand architecture and redefined guest experience pillars to be implemented across all eight brands: (1) Brilliant Basics (2) Memorable Moments (3) Local Experience (4) Feel at Ease.
The brand portfolio with more than 1,400 hotels in operation and under development now includes Radisson Collection, Radisson Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson and Prizeotel.
At Monday’s press conference in Berlin, Federico González, president and CEO of Rezidor Hotel Group and chairman of the global steering committee of Radisson Hotel Group, said the newly launched Radisson Collection has a “dual path.” There are 14 hotels in the Collection portfolio, comprising former Quorvus-branded hotels or Radisson Blu properties that cleared the luxury bar to join the collection.
Nine of the hotels in the collection are “brand-led” with Radisson Collection at the beginning of the hotel name, such as Radisson Collection Royal Copenhagen – they are located in Europe, Russia, Nigeria and India; five are “identity-led,” such as the May Fair London, A Radisson Collection Hotel. Identity-led hotels are deemed to have a strong brand on their own.
The company is focusing on “affordable luxury,” González added, and see some of the 300 Radisson Blu brands as ready to make the switch to Collection status. But with only three of the Blu brand in the U.S., the focus will be on building recognition versus an upgrade. “We have a lot to do on Radisson Blu … a long way in a short time,” he said. To build Blu brand identity in the U.S., the company is considering expansion in cities including Miami, Dallas, New York City, San Francisco and Los Angeles.
Radisson Hotel Group also stated it intends to invest significantly over the next five years into platforms and technology, including a comprehensive IT program for integration, new property management and distribution platforms along with new CRM, loyalty and campaign management platforms. It will also make significant investments in rebranding or repositioning more than 500 hotels globally.