The ‘brand equity’ of Radisson behind Carlson Rezidor Hotel Group rebranding as Radisson Hotel Group

7 March, 2018

The powerful international brand equity of the Radisson name and its ability to drive awareness in the marketplace was one of the pillars behind the rebranding this week of Carlson Rezidor Hotel Group as Radisson Hotel Group. The new identity, revealed this week at the International Hotel Investment Forum (IHIF) in Berlin, capitalises on the strong partnership between Radisson Hospitality (formerly Carlson Hotels) and Rezidor Hotel Group.

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 deliver on a stated aim to be “the preferred choice for guests, owners, investors and talent”.

“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’,” says Federico J. González, president & CEO, Rezidor Hotel Group and chairman of the global steering committee, Radisson Hotel Group. ‘Every Moment Matters’ will be the new signature service philosophy of the company and all its hotel brands.

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 of its property brands which range from accessible luxury to modern economy (Raddison Collection, Raddison Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson and Prizeotel). These pillars are ‘Brilliant Basics’, ‘Memorable Moments’, ‘Local Experience’ and ‘Feel at Ease’.

The new Raddison Collection brings together 14 of the finest hotels in the group portfolio under a new branding to meet consumer demand for individuality and more personalised experiences. These are all situated in prestigious city locations, close to prime leisure attractions and boast an individual and locally authentic atmosphere.

“72% of travellers prefer to spend their money on experiences rather than material things and the Radisson Collection caters to this demand,” says Mr González, “The hotels that have already joined the Radisson Collection are the perfect showcase for what the brand represents: authenticity, design and exceptional service.”

The Raddison Collection properties comprise Strand Stockholm, Sweden; San Marco Venice, Italy; Ukraina Moscow, Russia; Paradise Resort & Spa Sochi, Russia; Royal Copenhagen, Denmark; Royal Mile Edinburgh, Scotland; Warsaw, Poland; Ikoyi Lagos, Nigeria; and Agra, India. The list also includes The May Fair London, United Kingdom; Old Mill Belgrade, Serbia; Symphony Style Kuwait; Hormuz Grand Muscat, Oman; and The Emerald Grand & Spa Lagos, Nigeria, all of which will retain their identity led titles and will be known as ‘A Radisson Collection Hotel’.

Radisson Hotel Group says it intends to invest significantly over the next five years into platforms and technology, including a comprehensive IT programme 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.

The new brand architecture will also enable new customer-facing benefits and commercial drivers including the launch of Radisson Rewards, a refresh of the former Club Carlson global loyalty programme ; the introduction this year of an enhanced meetings and events offering, Radisson Meetings, designed to make “every event unique”; and debuting RadissonHotels.com, a brand new global, multi-brand digital platform.

The new loyalty scheme aligns with the hotel group’s new corporate identity, but is also being modified making status more accessible for members. The old red, silver, gold and concierge tiers are replaced by club, silver, gold and platinum status, but members will still be able to access exclusive hotel rates, benefits including room upgrades, early check-in/ late check-out, and points towards free nights across the group portfolio.

TABLE – Under Raddison Rewards elite status is now more accessible with members able to earn elite status with 15 – 40% fewer nights, while lower thresholds can deliver Silver status in as few as nine nights or six staysSource: Raddison Hotel Group