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Carlson Rezidor Hotel Group has announced its rebranding to Radisson Hotel Group, effective immediately.
The change was revealed at the International Hotel Investment Forum in Berlin.
The new identity leverages the international brand equity of the Radisson name to drive awareness in the marketplace, increase marketing efficiency across the global portfolio.
Every Moment Matters will be the new signature service philosophy of the company and all its hotel brands.
The new go-to-market name, Radisson Hotel Group, capitalises on a strong partnership between Radisson Hospitality (formerly Carlson Hotels) and Rezidor Hotel Group (publicly listed on Nasdaq Stockholm, Sweden and headquartered in Brussels, Belgium) who has master franchise agreements to develop and operate several 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 group’s new identity is a significant milestone in a five-year operating plan that will transform the business and position it to become the preferred choice for guests, owners, investors and talent.
“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,” said Federico González, president, 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, optimise our portfolio, streamline operations, invest in new technology systems and align our team members to deliver on our signature, Every Moment Matters.”
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.
These include Radisson Collection (which replaces Quorvus Collection), Radisson Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson, and Prizeotel.
Radisson Hotel Group intends to invest significantly over the next five years into platforms and technology, including a comprehensive IT program for integration, new property management and distribution platforms along with new CRM, loyalty and campaign management platforms.
It will also make significant investments in rebranding or repositioning more than 500 hotels globally.
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