The exterior of the future Radisson Collection Queenstown.

Independent and private hotels around the world can now take advantage of the sales, marketing and distribution nous of Radisson Hotel Group after the organisation introduced a new brand catering to individual properties.

The ‘Radisson Individuals’ brand gives individually operated hotels with their own branding an opportunity to be integrated into the Radisson Hotel Group platform, whilst retaining their own style and character.

Benefits of joining the portfolio for hotels include opportunities to increase exposure and widen the guest catchment source markets, build customer confidence and access a loyalty program to drive repeat business. Members can benefit from Radisson’s contracting power as well as tap into the group’s IT and revenue platforms as well as operational protocols and structures.

The stylish Henrietta House in Bath is one of the first two members of Radisson Individuals.

The first two hotels to join Radisson Individuals will both be in the UK – Henrietta House in the English city of Bath alongside River House Hotel in Inverness, Scotland. A number of other properties in Italy, Germany, Russia and parts of Asia are in advanced discussions about becoming members of the new Individuals brand.

Radisson Hotel Group CEO, Federico González, said the launch of Radisson Individuals was another milestone reached in the group’s five-year transformation plan.

“We created Radisson Individuals in response to the evolving demands of the modern market,” he said.

Radisson Hospitality President & CEO, Federico González Tejera,

“Joining Radisson Individuals is an ideal first step for individual hotels with strong service scores who wish to remain independent or may be considering transitioning to one of our successful core brands in the future.

“The new brand is also a strong proposition for local and regional hotel brands seeking to explore additional distribution channels and co-branding options.”

Hotels wishing to join need to undergo a compliance assessment which will focus on four parameters – health and safety, online rating, fire compliance and their ability to connect to the group’s systems. Service philosophy training will be offered to member hotel employees to bring teams up to speed with Radisson’s ‘Yes I Can’ service philosophy.