by Cheryl-Anne Sturken | April 04, 2018
Radisson Hotel Group (formerly Carlson Rezidor Hotel Group) yesterday announced at its Americas Business Conference being held in Orlando that it will undertake a comprehensive overhaul of its core brand, Radisson.
The company unveiled the design of the brand's new model guest rooms, an updated logo and a tagline -- Simply Delightful -- as well as the key points that will make up the new brand experience that will affect the more than 160 Radisson hotels currently in operation and under development in the Americas. The company said it anticipated that 10 to 15 percent of the brand's current portfolio would be cut as part of the new initiative.
"Great brands have very similar consistency and quality gaps between their best property and worst property, and this strategic initiative will help us reshape the portfolio," said Ken Greene, president, Americas, for Radisson Hotel Group in a statement. "We have terrific owners, coupled with an amazing service culture that brings a lot of passion to this brand, and we are committed to building our organization with a powerful value proposition that focuses on branding, revenue cost, flexibility and simplifying the way we transact."
The overhaul of Radisson is part of RHG's strategic five-year operating plan that includes investments in is portfolio as well as the repositioning of more than 500 hotels worldwide. In addition, the company said it plans to focus on expanding the Radisson brand in Europe, the Middle East and Africa. It recently announced the signing of a 320-room new-build Radisson property to be located in Manhattan's Midtown. The brand's new design aesthetic will highlight its Scandinavian roots and focus on creating experiences that center around social spaces, food and drink, meetings and wellness.
RHG, which has a portfolio of 1,400 hotels globally across eight brands, including Radisson, Radisson Blu, Radisson RED, Park Plaza and Country Inn & Suites by Radisson, recently rebranded its loyalty program Radisson Rewards. It was formerly known as Club Carlson.