Carlson Rezidor Hotel Group announces its rebranding to Radisson Hotel Group, effective immediately.
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, capitalizes 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) 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.
“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 M. Kidd, Chief Executive Officer & 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: (1) Brilliant Basics (2) Memorable Moments (3) Local Experience (4) Feel at Ease.
The brand portfolio ranges from accessible luxury to modern economy with updates including:
- RADISSON COLLECTION™
WELCOME TO THE EXCEPTIONAL
Radisson Collection will replace the company’s Quorvus Collection brand. Radisson Collection will launch in June 2018 as a premium collection of our exceptional hotels.
- RADISSON BLU®
FEEL THE DIFFERENCE
Radisson Blu will continue to deliver a positive and personalized service in stylish spaces with continued expansion in major cities around the world.
Radisson will be introduced in EMEA to serve the upscale segment. The brand will be refreshed in the Americas and Asia Pacific, with changes to its logo and visual identity, product design and guest experiences, that will focus on delivering Scandinavian inspired hospitality.
- RADISSON RED®
Radisson RED, a playful twist on the conventional hotel experience, has 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
Park Inn by Radisson will continue 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 recently announced a new naming convention adding “by Radisson” to align the brand with the master brand and will stay true to its brand essence of country warmth.
AFFORDABLE HIGH DESIGN
prizeotel will continue to grow across EMEA to serve the modern economy segment.
The new brand architecture will also enable new customer-facing benefits and commercial drivers including:
- Radisson Rewards™ is the refreshed global loyalty program (formerly Club Carlson SM), where members enjoy Member Only Rates, have access to exclusive benefits and earn towards free nights. Radisson Rewards™ for Business will drive engagement with professional partners including meeting and event planners, travel agents and executive assistants across all brands.
- Radisson Meetings™ is an enhanced meetings and events offering designed to make every event unique with fully-equipped spaces, on-site contacts and carefully designed menus. It will launch later this year with a multi-brand digital platform.
- RadissonHotels.com is a new global, multi-brand digital platform that will bring an industry-leading online booking experience to guests and professional partners, launching later this year.
Radisson Rewards program
Radisson Rewards program includes new tier names for easy understanding of the tier structure and new thresholds for a faster and more accessible path to elite status.
|Club Carlson (Old)||Radisson Rewards (New)|
|Club Carlson Red||Radisson Rewards Club|
|Club Carlson Silver||Radisson Rewards Silver|
|Club Carlson Gold||Radisson Rewards Gold|
|Club Carlson Concierge||Radisson Rewards Platinum|
|% fewer nights|
|Silver||15 Nights / 10 Stays||9 Nights / 6 Stays||40%|
|Gold||35 Nights / 20 Stays||30 Nights / 20 Stays||~15%|
|Platinum||75 nights / 30 Stays||60 Nights / 30 Stays||20%|
“New thresholds will be applied in 2018 based on 2017 activity, so many of our most loyal guests would be delighted to find themselves at a higher tier than expected,” said De Neef.
Radisson Rewards also has a new digital home. Members can book direct and access their membership data at radissonhotels.com/rewards and with the Radisson Rewards mobile app (available for Apple and Google devices). Radisson Rewards Platinum guests will also have dedicated 24/7 access to call center agents.
U.S. Radisson Rewards Visa cardholders can now earn up to 3 free award nights upon renewal, on top of the points they already earn for spend.
The update also aligns Radisson Hotel Group’s three Business to Business programs (Look to Book SM, Club Carlson for Planner and Club Carlson for Travel Arrangers) under one umbrella program, Radisson Rewards™ for Business. The new name provides a simplified message that is closely aligned to the consumer program so that meeting and event planners, travel agents and executive assistants realize the full benefits of the program when booking with the Radisson Hotel Group. Radisson Rewards for Business members will continue to earn points as before, as there are no changes to the current structure.
For a full overview of all program changes, please visit www.radissonhotels.com/rewards/newradissonrewards.