Carlson Rezidor Hotel Group announced its rebranding to Radisson Hotel Group at the International Hotel Investment Forum (IHIF) in Berlin. The new identity leverages the international brand equity of the Radisson name to drive awareness whilst capitalising on the partnership between Radisson Hospitality (formerly Carlson Hotels) and Rezidor Hotel Group.
Currently the 11th largest hotel group in the world, Radisson Hotel Group is made up of eight brands and over 1,400 hotels either in operation or under development.
“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,” says Federico J. González, President & 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’ 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.”
In conjunction with this realignment, the group has restructured to implement a series of guest experience pillars to be implemented across all eight brands: Brilliant basics, memorable moments, local experience and feel at ease. Elsewhere, Radisson Collection will launch in June 2018, replacing the Quorvus Collection as a gathering of the group’s finest hotels, whilst Park Plaza will be reimagined to focus on high-end international travellers.
Radisson Blu and Radisson Red will continue their growth with updated logos and new properties, and Radisson will be introduced in the EMEA region to serve the upscale segment. The latter will further be refreshed in the Americas and Asia pacific, with changes to its visual identity, design and guest experience.
New brand architecture will also incorporate new reward and guest benefit programmes including Radisson Rewards, a global loyalty programme, Radisson Meetings, an enhanced meeting and event offer and a new multi-brand digital platform.
“The creation of the Radisson Hotel Group is an evolution of our long-term partnership with the Rezidor Hotel Group,” says John M. Kidd, CEO & COO, Radisson Hospitality. “Together, we are clarifying and executing a new brand architecture to create more value for our guests and owners. It’s the right time for us to align our strategic and operating plans and go-to-market as one solid player.”