By Colleen Isherwood,
MINNEAPOLIS, MN—Gordon McKinnon, executive vice-president
and chief branding officer for Carlson Rezidor Hotel Group, unveiled two new
brands at the Radisson and Radisson Blu Americas Hotel Conference in
Minneapolis on Tuesday.
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The Quorvus Luxury Collection, to be launched in Europe, the
Middle East, Africa and Asia Pacific, will allow luxury certification while promoting
each hotel’s individuality, along the lines of Marriott’s Autograph Collection.
In a press conference following the announcement, McKinnon said the collection
would be “a notch above Autograph… just below Four Seasons or Ritz-Carlton.”
McKinnon also said that while EMEA and Asia Pacific were target areas, “if anyone
has a property in New York or San Francisco that they want to share with us, we
would be more than happy to share that conversation.”
The second brand, Radisson Red, will be launched in 2015 as
an upscale select brand. With upscale rooms and select hotel services, these
types of hotels made up the top six JD Power brands in the upscale category in
2013. The brand would operate in the same space as Aloft, Indigo, Hyatt Place,
Tryp, Element, Courtyard and Hilton Garden Inn.
The target group for the brand will be the 89 million
millennials in the U.S. Specs include a two-acre site and an 80,000-square-foot
property made up of 70,000 square feet of guestrooms and 10,000 square feet of
back-of-house and front-of-house space. Rooms will be 325 square feet in North America,
although Wolfgang Neumann, Rezidor Hotel Group president and chief executive officer,
noted that room size would be flexible in different geographical areas.
McKinnon describe the entry space as being “like a private
gallery.” Check-in will be paperless, and there would be a bar and deli rather
than a restaurant. Other elements include multifunctional areas, connectivity and
a communal table. The modern, eclectic décor might include elements such as a
The desk and office chair in the guestrooms or “studios”
will be replaced by a flexible arrangement of a table and four chairs, while suitcases
could fit under the beds. One guestroom style, called Studio Four, will house
up to four people and may include bunk beds.
Asked whether Radisson Red would have a cookie cutter
design, McKinnon said that while the signature items (or bones) will be the
same, the skin would be flexible.
“It is cookie cutter from an efficiency point of view, but
it will have different touches and flexibility within the local market,” said
Asked if Radisson Red would be appropriate for Canada,
McKinnon said they are defining the product in the Americas market, with an eye
to global expansion. Target markets include “first ring cities,” he added.