Effective March 5th, 2018, Carlson Rezidor Hotel Group has officially re-launched as Radisson Hotel Group. The announcement was made at the 2018 International Hotel Investment Forum (IHIF), in Berlin. The group’s new identity will leverage the existing partnership between Radisson Hospitality (formerly Carlson Hotels, Inc.) and Rezidor Hotel Group AB. The latter company owns the master franchise to develop and operate hotel brands across the Europe, Middle East and Africa regions. Combined, Carlson Rezidor has more than 1,400 hotels (with 230,000 rooms) in operation and under development. China’s HNA Tourism acquired 100% of Carlson Hotels and 51% of Rezidor Group, in 2016.
Launching the new Radisson Hotel Group is a significant milestone in the company’s five-year operating plan – the objectives of which, include getting the company’s profits in line with the market, and creating “a best-in-class growth platform to ensure sustainability.” The company’s business strategy and operating plan was unveiled at its 2018 Investor’s Day meeting held in Frankfurt, Germany, earlier this year. The plan’s five main concentration areas were outlined. These areas were: Value proposition; Portfolio optimization; Cost advantage; Enablers; and Scale. Within the next five years, the group aims to relaunch and refresh its hotel brands, increase marketing investment, invest €150m – €160m on a rebranding and repositioning program, invest €40m – €45m on a “best-in-class IT platform”, and redefine a more attractive owners value proposition, among other objectives. These objectives will be expected to result in an economic impact of more than 70% in the company’s organic expansion, by 2024.
The company also announced the new Radisson Collection, which replaces the previous Quorvus Collection brand and will launch in June 2018 as a premium collection of exceptional hotels. The Radisson hotel brand (different from the Radisson Blu brand) has long operated in American and Asian markets. It will be refreshed and introduced in the EMEA markets, serving the upscale segment, with a new logo, visual identity, product design and guest experiences. The group will seek to exploit opportunities to develop this brand in African markets.
Saying of the newly-formed group, John M. Kidd, Chief Executive Officer & Chief Operating Officer, Radisson Hospitality, Inc. commented, “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”.
Radisson Hotel Group is active in 30 countries in Africa, with a portfolio of 82 hotels (17,500 rooms) currently operating or under development. The current portfolio is mostly comprised of Radisson Blu hotels, however the group intends on growing its other brands, such as the Radisson Collection, Radisson, Park Inn by Radisson, and Radisson RED, to reach a portfolio of more than 130 hotels by the end of 2022.