Radisson Hotel Group: new brand, new era

Carlson
Rezidor Hotel Group, announced on Monday at the International Hotel Investment
Forum (IHIF) in Berlin, that it is rebranding to Radisson Hotel Group, effective immediately.

Federico J. González

Federico J. González

“Today is the start of an exciting new era for Radisson Hotel Group, united by our new brand and long-term vision to become a top three hospitality company in the world,” said 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. 'Every moment Matters' explains how we do business at Radisson Hotel Group and who we are at the core: a place of purposeful encounters. For everyone. Every day. Everywhere. Every time. Our rebranding is just the beginning.”

The new identity leverages the powerful,
international brand equity of the Radisson name to drive awareness in the
marketplace, increase marketing efficiency across the global portfolio and
offer exceptional experiences to guests, owners
and talent. 

The new go-to-market name, Radisson
Hotel Group, capitalizes on a strong partnership between Radisson Hospitality, Inc. (formerly called Carlson Hotels, Inc.)
and Rezidor Hotel Group AB (publicly listed on Nasdaq Stockholm, Sweden and
headquartered in Brussels, Belgium) who has master franchise agreements to
develop and operate certain brands across Europe, the Middle East and Africa.

Currently, the 11th
largest hotel group in the world, Radisson Hotel Group is made up of eight
hotel brands with more than 1,400 hotels in operation and under development.
The launch of the new identity is a significant milestone in a five-year operating
plan to transform its business, position itself competitive for the future and
become the preferred choice among guests, owners, investors and talent.

John M. Kidd

John M. Kidd

“The creation of 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 M. Kidd, chief executive officer and chief operating officer,
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: (1) Brilliant Basics (2) Memorable Moments (3) Local Experience (4) Feel at Ease.

The new brand architecture will also enable
new customer-facing benefits and commercial drivers including Radisson Rewards, a refreshed global loyalty program (formerly Club
Carlson), where members enjoy member only rates, have access to exclusive
benefits and earn towards free nights. 

Radisson Rewards will align with the hotel group’s new corporate identity and will make it easier for members to associate their benefits with all brands and initiatives. The updated program comes with some exciting enhancements including making status more accessible for members. All current members account numbers and point balances remain the same. 

Eric de Neef

Eric de Neef

“Embedding the Radisson name into the heart of our program, will help us instantly boost the global brand awareness of our loyalty program. Radisson is a name that’s instantly recognizable, respected and stands for award-winning, innovative hospitality,” said Eric De Neef, executive vice president and global chief commercial officer, Radisson Hotel Group. 

“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
 for Business will drive
engagement with professional
partners including meeting and event planners, travel agents or executive
assistants across all brands.

Radisson Meetings is 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.

RadissonHotels.com, a new global, multi-brand
digital platform that will bring an industry-leading online booking experience to
guests and professional partners, will also launch later this year.

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