By James Wilkinson

Following months of speculation, HM can confirm Carlson Rezidor Hotel Group is set to be re-branded as Radisson Hotel Group (RHG) on March 5.

The new-look company will be unveiled at an event during the International Hotel Investment Forum (IHIF) in Berlin, Germany and is part of what the company says is about “leveraging Radisson’s global brand awareness”.

The change to RHG was first revealed at Radisson’s Investors Day in Frankfurt, Germany, during January.

“The new RHG brand, the brand architecture, and the new brand experience will enable us to capture the full potential of the portfolio globally,” the company said in a presentation at the Investors Day.

The company said it would re-launch brands behind the Radisson Hotel Group name to “leverage brand equity, drive awareness and increase marketing efficiency”.

The company also said it wants to “define a brand architecture that brings clarity to the value proposition and that allows us to harness the full ADR potential of every hotel”.

The change of name was officially confirmed to HM in a statement last night (Feb 12).

“Carlson Rezidor Hotel Group will change its name to Radisson Hotel Group on 5 March 2018,” a spokesperson told HM. “This will also include the launch of a new global loyalty program replacing Club Carlson.

“We look forward to sharing more information on our new vision, new global brand architecture and loyalty program on 5 March at the International Hotel Investment Forum (IHIF) in Berlin, Germany.”

HM will be at IHIF and the launch in Berlin and stay tuned for reports on Mar 7 and 9.

James Wilkinson

Editor-In-Chief, Hotel Management