Carlson Rezidor Hotel Group has officially rebranded to Radisson Hotel Group (RHG), with the move announced at the International Hotel Investment Forum (IHIF) in Berlin, Germany this week (Mar 5).

RHG said 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”.

As part of the announcement, RHG revealed it was looking to more than double the number of hotel rooms it has in the Asia Pacific region by seeking to add more than 20,000 rooms.

Moreover, RHG’s global ambitions are even greater than that.

“Today is the start of an exciting era for the Radisson Hotel Group, united by our new brand and long-term vision to become a top three hospitality company in the world,” said Federico J. González, President and CEO, the Rezidor Hotel Group and Chairman of the Global Steering Committee, Radisson Hotel Group.

“Our five-year operating plan includes initiatives that redefine our value proposition, optimize our portfolio, streamline operations, invest in new technology systems and align our team members to deliver on our signature, Every Moment Matters.

“Every moment Matters’ is about how we do business at the Radisson Hotel Group and who we are at the core – a place of purposeful encounters. For everyone. Everyday. Everywhere. Every time. Our rebranding is just the beginning,” González said.

RHG says 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)” which 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 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 and 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.”

A key to that growth is the Asia-Pacific region and Radisson Hotel Group Asia Pacific President, Katerina Giannouka, said the re-branding was an exciting opportunity for the company.

“The new name, Radisson Hotel Group (RHG), is a key milestone in Radisson Hotel Group’s five-year operating plan to transform the global brand, optimise every part of the business and drive overall growth, particularly within the APAC region,” she said.

“Radisson Hotel Group is made up of eight hotel brands with more than 1,400 hotels in operation and under development globally, with 200 in Asia. The group has aspirations to become the third largest hotel operator in the world.

“Radisson hotel group is looking to more than double the number of hotel rooms it has in the Asia Pacific region – currently it has approximately 18,000 hotel rooms across the Asia Pacific region and it is looking to more than double this number in the mid-term, adding a further 20,000 rooms.

“China is a key growth market for RHG and the group is looking to triple its presence in China over the next five years.

“RHG already has a solid presence in tier one cities in China and will be looking to expand into tier two and tier three cities, capitalizing off the 5.1 billion domestic and inbound travellers to China and the market trend towards more price conscious mid scale travel within China’s domestic market.

“In Southeast Asia Pacific, RHG will strengthen its presence in emerging markets and gateway cities. There are strong opportunities across all brands in countries such as Thailand, Indonesia, Vietnam, Japan and Australasia.

“In India, RHG continues to enjoy first mover’s advantage as one of the country’s leading international hospitality groups with 140 hotels in operation and under development across 60 Indian cities,” Giannouka said.

RHG is also launching a new brand, Radisson Collection, as a “premium lifestyle collection designed for exceptional hotels”. Radisson Collection will replace the company’s Quorvus Collection brand and will launch fully in June, after being unveiled initially this week at the International Hotel Investment Forum in Berlin.

The company says the new Radisson Hotel Group brand architecture will also enable new customer-facing benefits and commercial drivers including:

-Radisson Rewards: the refreshed global loyalty program (formerly Club Carlson), 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: 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. 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.

RHG also says it intends to invest significantly over the next five years into platforms and technology, including a comprehensive IT program for integration, new property management and distribution platforms along with new CRM, loyalty and campaign management platforms. It says it will also make significant investments in rebranding or repositioning more than 500 hotels globally.

“Committed to make Every Moment Matter, Radisson Hotel Group will be a true host and best partner, and aims to become one of the top three hotel companies in the world, and the company of choice for guests, owners and talent,” RHG says.

James Wilkinson

Editor-In-Chief, Hotel Management