Industry NewsBrandsCarlson Rezidor Plans to Expand Radisson Brand in North America

Carlson Rezidor Plans to Expand Radisson Brand in North America

CHICAGO—Carlson Rezidor Hotel Group announced from its annual business conference plans to further enhance the Radisson brand presence in North America. Building upon significant progress and momentum achieved in the last three years, Radisson will roll out a national pilot project to explore opportunities to innovate many touch points of the hotel guest experience beginning in March. Since 2010, Carlson Rezidor Hotel Group has sought to position Radisson in North America as a powerful, globally consistent, first-class tiered brand in its Ambition 2015 strategy.

“We believe strongly that efforts made over the last three years to improve our properties, and to deliver on our service promise, will be enhanced by new innovations gathered from the pilot project. The guest experience is back,” said Gordon McKinnon, executive vice president and chief branding officer, Carlson. “In an iconic way technology has made human interaction even more precious.”

Through spring and summer 2013, Radisson will launch a national pilot project across four hotels in the United States, including La Crosse, Wisc.; Phoenix, Ariz.; Salt Lake City, Utah; and Seattle, Wash. The national pilot project is designed to enhance the guest experience highlighted by: establishing a new mobile and online check-in option; launching the Radisson iConcierge, an on-property concierge smartphone application, the launch of an in-hotel charity program, among additional enhancements.

The pilot project seeks to explore opportunities to: improve the guest experience, improve brand perception and leverage property product improvements; increase experience levels by investing directly in the service concepts, as well as the skill sets and knowledge of teams at individual properties; achieve a positive impact on RevPAR and increased GSI and loyalty; and drive development and growth opportunities.

Since 2010, 50 percent of Radisson hotels in the U.S. and Canada have completed Property Improvement Plans (PIPs), up from 25 percent at the end of 2011. As a result, these hotels have demonstrated a positive growth in the Revenue Generation Index (RGI) of +4.8 and a 8.9 percent increase in RevPAR. More than 70 percent of properties are on target for PIP completion by the end of 2013. Specific initiatives implemented across all hotels in North America in 2012 led to an improvement in guest experience producing a Guest Satisfaction Index (GSI) increase of .06 year-over-year.

In addition to delivering on the brand promise through property improvements and service initiatives, the hotel group will continue to add new hotels to its portfolio. The brand also has deployed new, original food and beverage concepts across the Americas, including Filini Bar and Restaurant, FireLake Grill House & Cocktail Bar, and RBG.
Using data collected during the pilot period, Radisson will roll out a final program of brand elements across all hotels beginning in fall 2013 with completion no later than the end of 2014.