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Global exclusive: Carlson’s new brands

Radisson Red_Exterior EDITED

By James Wilkinson in Minneapolis, USA

Carlson has revealed plans to launch two new brands globally, targeted at the luxury and ‘lifestyle select’ segments.

It will be the first time the company has directly chased the independent luxury segment through the launch of Quorvus Collection, while Radisson Red (pictured above and below) is being launched into the rapidly growing lifestyle select segment.

Speaking today (Feb 18 local time) at the Radisson and Radisson Blu Americas Annual Business Conference, taking place at Radisson Blu Mall of America in Minneapolis, Carlson’s President and CEO, Trudy Rautio, said the launch was part of the company’s new Vision 20/20 strategy.

“Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy,” she said.

“Vision 20/20 aspires to elevate the guest experience with innovations in technology, guest service and beyond [and] these two brand concepts will illustrate that perfectly.

“This is a distinct opportunity for Carlson Rezidor to introduce new experiences, as well as exciting and relevant services, that uniquely differentiate our brands. Quorvus Collection and Radisson Red are the first manifestations of that vision,” Rautio said.

She said Carlson had a modest aim to have more than 60 Radisson Red hotels and 20 hotels in the Quorvus Collection by 2020.

The first Radisson Red hotels will ambitiously launch simultaneously across the globe in 2015, with urban centre properties to debut in the Americas, Europe, the Middle East, Africa and Asia Pacific.

Radisson Red rendering EDITED

Carlson Rezidor President – Asia Pacific, Simon Barlow, told HM he was thrilled to be launching the two new brands across the region.

“We are every excited about the introduction of these two new brands and will be making further announcements later in the year about their introduction into Asia Pacific,” he told HM.

Specific details of locations were not revealed, however, the company said Radisson Red hotels would be of an upscale, select service model with a focus on design, detail and the customer experience.

That would pin the brand against Starwood’s Aloft hotels and IHG’s Indigo hotels, two brands which have been experiencing significant global growth.

Carlson said technology would play a key role in Radisson Red and one element would be a mobile app whereby guests can skip reception for check-in, manage the in-room environment, order a drink from the bar, food from the deli, a taxi to the airport and more.

According to Carlson, Quorvus Collection is a “new generation of expertly curated luxury, five-star hotels that offer a truly distinctive experience”.

Hotels would retain their name and be part of the Quorvus Collection – a similar offering to Starwood’s Luxury Collection, Marriott’s Autograph Collection and Accor’s MGallery – in a global and rapidly expanding segment.

“Each is individual in style, design, heritage, history and architecture and will be reflective of its location and culture through the Quorvus ‘Eidos’, an essential expression of each hotel’s individualism,” Carlson says.

“All Quorvus Collection hotels will offer a suite of hallmark services tailored to fit perfectly with our guests’ needs… comprising six core lifestyle elements – Wellness, Replenishment, Style, Inspiration, Entertainment and Connectivity – each will be designed to fulfill the complete needs of guests.”

The first Quorvus Collection property will be announced in the coming months and Rautio said hotels in the portfolio would include “historic landmark properties, contemporary residences, classic boutiques and urban retreats”.

HM is reporting live from the Radisson and Radisson Blu Americas Annual Business Conference and stay tuned for more exclusive reports over the coming days.

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