Carlson Rezidor Hotel Group has announced its rebranding to Radisson Hotel Group, effective immediately, at the International Hotel Investment Forum (IHIF) in Berlin.
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 make “every moment matter” for guests, owners and talent.
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, Inc. (formerly Carlson Hotels, Inc.) and Rezidor Hotel Group AB (publicly listed on Nasdaq Stockholm, Sweden and headquartered in Brussels, Belgium), which 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 and chief executive officer, 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, optimise 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.”
“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,” said John 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: Brilliant Basics, Memorable Moments, Local Experience and Feel at Ease.
The brand portfolio ranges from accessible luxury to modern economy with updates including: Radisson Collection, Radisson Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson and Prizeotel.