MINNEAPOLIS—Carlson Rezidor Hotel Group announced at the Radisson and Radisson Blu Americas annual business conference, the company will launch two new global hotel brands. Radisson Red, a ”lifestyle select” brand that has been designed and developed to deliver today’s customer the experience of tomorrow; and Quorvus Collection, a curated collection of luxury hotels that will reflect and respond to the true sensibilities of the contemporary global traveler. Carlson Rezidor aims to have more than 60 Radisson Red hotels and 20 hotels in the Quorvus Collection by 2020.
“Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy,” said Trudy Rautio, president and chief executive officer. “Vision 20/20 aspires to elevate the guest experience with innovations in technology, guest service and beyond. These two brand concepts will illustrate that perfectly. This is a distinct opportunity for Carlson Rezidor to introduce new experiences, as well as exciting and relevant services, that uniquely differentiate our brands. Quorvus Collection and Radisson Red are the first manifestations of that vision.”
With the introduction of Radisson Red, Carlson Rezidor seeks to create a new industry category, “Lifestyle Select,” an upscale, select service concept that boasts a forward-thinking focus on design and detail, the customer experience, personal interaction, personal choice, and recognition of the increasingly important role that technology plays in facilitating the best of everyday life.
The Radisson Red focus on technology will include a mobile application that will not only allow guests to skip reception for check-in, but order a drink in the bar, food from the deli, and flowers through an online concierge or a taxi for the airport; manage their own personal profile and preferences; and manage the environment within their Radisson Red room. The brand will convey an eclectic, modernist aesthetic. From arriving in a gallery, to the bar and deli, to the guest connect spaces, to the guestrooms, everything will be designed from the customer’s perspective.
Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific.
Quorvus Collection is a new generation of luxury, five-star hotels. Each is individual in style, design, heritage, history and architecture and will be reflective of its location and culture through the Quorvus ”Eidos”—an essential expression of each hotel’s individualism.
All Quorvus Collection hotels will offer a suite of hallmark services. Comprising six core lifestyle elements—Wellness, Replenishment, Style, Inspiration, Entertainment and Connectivity—each will be designed to fulfill the complete needs of guests.
Quorvus Collection has strong growth ambitions within the luxury segment and is expected to announce its first members in Q2 2014. Different by scale, architecture, ambiance and design, the future Quorvus portfolio will include historic landmark properties, contemporary residences, classic boutiques, and urban retreats.