Launch of Radisson Hotel Group – English | Hospitality ON

In March 2018, Carlson Rezidor Hotel Group announced its rebranding to Radisson Hotel Group at the International Hotel Investment Forum (IHIF) in Berlin.

Earlier this year, a fresh brand identity heralded a new era for the company looking to become one of the top three top-of-mind hotel groups in the world.

The new identity was designed to leverage 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 that would make Every Moment Matter for guests, owners and talent. At the same time, Every Moment Matters became the new signature service philosophy of the company and all its hotel brands.

The new go-to-market name, Radisson Hotel Group, is built on a strong partnership between Radisson Hospitality, Inc. (formerly Carlson Hotels) and Radisson Hospitality AB (formerly The Rezidor Hotel Group).

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 was a significant milestone in a five-year operating plan that is set to 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 J. González, President & CEO, Radisson Hospitality AB and Chairman of the Global Steering Committee, Radisson Hotel Group at the time of the launch.

“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’ is about how we do business at the Radisson Hotel Group and who we are at the core – a place of purposeful encounters. For everyone. Everyday. Everywhere. Every time. Our rebranding is just the beginning.”

In conjunction with the alignment around the Radisson brand equity, the Radisson Hotel Group restructured its brand architecture and redefined its guest experience pillars across all eight brands:

(1) Brilliant Basics (2) Memorable Moments (3) Local Experience (4) Feel at Ease.

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

• Radisson Collection – Welcome to the Exceptional Radisson Collection replaced the company’s Quorvus Collection brand and launched in June 2018 as a premium collection of exceptional hotels.
• Radisson Blu – Feel the Difference Radisson Blu continues to deliver a positive and personalized service in stylish spaces, with ongoing expansion in major cities around the world – helping it to become Europe’s largest upper upscale hotel brand.
• Radisson – Simply Delightful Radisson has been introduced in EMEA to serve the upscale segment. The brand is in the process of being refreshed in the Americas and Asia Pacific, with changes to its logo and visual identity, product design and guest experiences, that focus on delivering Scandinavian-inspired hospitality.
• Radisson RED – Enjoy It! Radisson RED, a playful twist on the conventional hotel experience, rolled out a new product definition and updated logo with a robust growth plan across EMEA and Americas.
• Park Plaza – Smart, Engaging Service Park Plaza offers trend-setting designs and 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 – Feel Good Park Inn by Radisson continues to expand its footprint around the world and provide stress-free experiences, good food and upbeat environments in major cities and near airports.
• Country Inn & Suites® By Radisson – I Love This Country Country Inn & Suites by Radisson announced a new naming convention adding “by Radisson” to align the brand with the master brand and stay true to its brand essence of country warmth.
• prizeotel – Affordable High Design prizeotel continues to grow across EMEA, serving the modern economy segment.

The new brand architecture also enables new customer-facing benefits and commercial drivers including:

• Radisson Rewards – the 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 for Business – drives engagement with professional partners including meeting and event planners, travel agents and executive assistants across all brands.
• 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.
• RadissonHotels.com – a new global, multi-brand digital platform that brings an industry-leading online booking experience to guests and professional partners.

The launch of the newly renamed Radisson Hotel Group was a major success, making headlines in business and trade media around the world.

More than 50 journalists attended the Radisson Hotel Group’s press conference at IHIF, so it was no surprise that the news traveled far and fast.

Social media channels were abuzz with the news as well, with Radisson Hotel Group executives taking to LinkedIn to share their thoughts. This created almost half a million impressions across Twitter and LinkedIn by 23 May, and an increase of 123% in daily activity on the group’s newsroom site, MOMENTUM.