Carlson Rezidor Rebrands as Radisson Hotel Group

Carlson Rezidor Hotel Group announced today that it’s rebranding to Radisson Hotel Group, effective immediately. Along with the rebranding announcement, the company also said that it is launching a new lifestyle hotel brand, Radisson Collection, and a refreshed guest loyalty program, Radisson Rewards.

Currently the 11th largest hotel group in the world, Radisson Hotel Group is made up of eight hotel brands with more than 1,400 properties in operation and under development. The launch of the group’s new identity is a milestone in the company’s five-year operating plan to transform the business and position it to attract guests, owners, investors, and talent.

The company says that it is looking to leverage the international brand equity of the Radisson name to drive awareness in the marketplace and increase marketing efficiency across its global portfolio. “Every Moment Matters” will be the signature service philosophy of Radisson Hotel Group and all its brands.

The new name capitalizes on the partnership between Radisson Hospitality, Inc. (formerly Carlson Hotels, Inc.) and Rezidor Hotel Group AB, which 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,” says Federico J. González, president and CEO of 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.”

“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,” says John M. Kidd, CEO and COO, Radisson Hospitality, Inc. “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: ‘Brilliant Basics’, ‘Memorable Moments’, ‘Local Experience’, and ‘Feel at Ease’.

The brand portfolio ranges from luxury to economy with updates including:

Radisson Collection 

Radisson Collection will replace the company’s Quorvus Collection brand and is set to launch in June 2018 as a premium collection of lifestyle hotels in landmark locations. Driven by consumer demand for individuality and more personalized experiences, Radisson Collection brings together the finest hotels in the Radisson Hotel Group portfolio—14 hotels are confirmed to join the collection following the launch.

The company says that the hotels in the collection are united by exceptional design and experiences across dining, fitness, wellness, and sustainability. All hotel properties are situated close to prime leisure attractions.

“Seventy-two percent of travelers prefer to spend their money on experiences rather than material things and the Radisson Collection caters to this demand,” comments González. “The hotels that have already joined the Radisson Collection are the perfect showcase for what the brand represents: authenticity, design and exceptional service. Ultimately, the brand and the hotels will be defined by the people who visit them and those who serve in them. We are incredibly proud of our global debut and look forward to the continued growth of our exceptional collection globally.”

The collection will give hotel owners an opportunity to join an international network while maintaining the identity and authenticity of their hotels and resorts through a flexible framework for affiliation and endorsement. The member hotels wanting to build market recognition can choose to lead with the brand or lead with their hotel identity. The collection affiliation provides member hotels with international brand services, operational expertise, infrastructure, and loyalty program.

The Radisson Collection brand-led Properties include: Radisson Collection Strand Stockholm, Sweden; Radisson Collection San Marco Venice, Italy*; Radisson Collection Ukraina Moscow, Russia; Radisson Collection Paradise Resort & Spa Sochi, Russia; Radisson Collection Royal Copenhagen, Denmark; Radisson Collection Royal Mile Edinburgh, Scotland; Radisson Collection Warsaw, Poland; Radisson Collection Ikoyi Lagos, Nigeria; and Radisson Collection Agra, India.

The hotel identity-led Collection properties include: The May Fair London, United Kingdom, A Radisson Collection Hotel*; Old Mill Belgrade, Serbia, A Radisson Collection Hotel; Symphony Style Kuwait, A Radisson Collection Hotel; Hormuz Grand Muscat, Oman, A Radisson Collection Hotel; and The Emerald Grand & Spa Lagos, Nigeria, A Radisson Collection Hotel.

Radisson Collection guestrooms will include proprietary sleep and wellbeing experiences, luxury amenities, high-speed WiFi, and TV streaming. The hotels will also offer spontaneous surprises and local touches to create memorable moments and provide insight into the destination, including locally curated art and sustainability programs, locally inspired food and drink offerings, and Running Collections—suggested running paths to explore the local neighborhood.

Radisson Hotel Group’s Brands

In addition to the new Radisson Collection, Radisson Hotel Group’s brand portfolio includes:

• Radisson Blu will continue to deliver personalized service in stylish spaces as it expands in major cities around the world.
• Radisson will be introduced in Europe, the Middle East, and Africa (EMEA) to serve the upscale segment. The brand will be refreshed in the Americas and Asia Pacific, with changes to its logo and visual identity, product design, and guest experiences, that will focus on delivering Scandinavian-inspired hospitality.
• Radisson RED, a playful twist on the conventional hotel experience, has rolled out a new product definition and updated logo with a growth plan across EMEA and the Americas.
• Park Plaza captures the energy and style of each individual location. The brand is currently being re-worked to make it more relevant for high-end international travelers.
• Park Inn by Radisson will continue to expand its footprint around the world in major cities and near airports.
• Country Inn & Suites by Radisson recently announced a new naming convention, adding “by Radisson” to align the brand with the master brand.
• prizeotel will continue to grow across EMEA to serve the modern economy segment.

Radisson Rewards 

The new brand architecture will also enable new customer-facing benefits and commercial drivers, including the new refreshed global loyalty program—Radisson Rewards. Formerly Club Carlson, all current members account numbers and point balances will remain the same. Under Radisson Rewards, members will have access to Member Only Rates and exclusive benefits—including room upgrades, early check-in/late check-out, and points towards free nights across Radisson Collection, Radisson Blu, Radisson, Radisson RED, Park Plaza, Park Inn by Radisson, and Country Inn & Suites by Radisson hotels.

The update also aligns Radisson Hotel Group’s three B2B programs—Look to Book, Club Carlson for Planner, and Club Carlson for Travel Arrangers—under one umbrella program, Radisson Rewards for Business. Radisson Rewards for Business will drive engagement with professional partners including meeting and event planners, travel agents, and executive assistants across all brands. Members will continue to earn points as before, as there are no changes to the current structure.

“Embedding the Radisson name into the heart of our program will help us instantly boost the global brand awareness of our loyalty program,” says Eric De Neef, executive vice president and global chief commercial officer, Radisson Hotel Group. “Radisson is a name that’s instantly recognizable, respected, and stands for award-winning, innovative hospitality. Our refreshed program will serve as a powerful driver of our commercial and brand awareness strategy, and build a stronger relationship with our members. The Radisson affiliation across the entire global brand portfolio and all markets, will ensure that our members worldwide can easily associate their rewards with the hotels where they earned their valuable points.”

Radisson Rewards program includes new tier names and new thresholds: Club Carlson is now Radisson Rewards; Club Carlson Red  is now Radisson Rewards Club; Club Carlson Silver is now Radisson Rewards Silver; Club Carlson Gold is now Radisson Rewards Gold; and Club Carlson Concierge is now Radisson Rewards Platinum.

“New thresholds will be applied in 2018 based on 2017 activity, so many of our most loyal guests would be delighted to find themselves at a higher tier than expected,” says De Neef.

Radisson Rewards also has a new digital home where members can book direct and access their membership data, as well as the Radisson Rewards mobile app—available for Apple and Google devices. Radisson Rewards Platinum guests will also have dedicated 24/7 access to call center agents.

Radisson Hotel Group’s New Website and Offerings

Among Radisson Hotel Group’s customer-facing benefits and commercial drivers is Radisson Meetings—an enhanced meetings and events offering designed to make every event unique with fully-equipped spaces, on-site contacts, and carefully designed menus. It will launch later this year with a multi-brand digital platform.

The company also plans to launch RadissonHotels.com—a new global, multi-brand digital platform with online booking—later this year.

Radisson Hotel Group says that it intends to invest significantly over the next five years in platforms and technology, including a comprehensive IT program for integration, new property management and distribution platforms, and new CRM, loyalty, and campaign management platforms. It will also make significant investments in rebranding or repositioning more than 500 hotels globally.

*Pending final legal agreement and approval

Top photo: Country Inn & Suites by Radisson, Springfield, Ill.