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Effective immediately, Carlson Rezidor Hotel Group will rebrand as Radisson Hotel Group.
The change is being made because of the awareness of the Radisson name, and the hope of increasing the company’s marketing efficiency across its global portfolio.
The new name capitalises on a strong partnership between Radisson Hospitality, Inc. (formerly Carlson Hotels, Inc.) and Rezidor Hotel Group AB, which is publicly listed on Nasdaq Stockholm and headquartered in Brussels.
“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, CEO and COO of Radisson Hospitality, Inc, adding: “It’s the right time for us to align our strategic and operating plans and go to market as one solid player.”
Radisson Hotel Group is currently the 11th largest hotel group in the world, and is made up of eight hotel brands with more than 1 400 hotels in operation and under development.
The Radisson Hotel Group aims to be a top-three hospitality company in the world, says Federico J. González, President and CEO of 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, optimise 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’ will be the new signature philosophy of the company and all its hotel brands.
González elaborates: “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….Our rebranding is just the beginning.”
The new brand architecture will also enable new customer-facing benefits and commercial drivers. These include:
-Radisson Rewards, a refreshed global loyalty programme, formerly known as Club Carlson, where members receive Members Only Rates and 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 is an enhanced meetings and events offering, with fully equipped spaces, on-site contacts and menus. It will launch with a multi-brand digital platform later this year.
-RadissonHotels.com is a new global, multi-brand digital platform that will bring an industry-leading online booking experience to guests and professional partners, set to launch later this year.
Furthermore, Radisson Hotel Group plans to invest significantly over the next five years into platforms and technology, including a comprehensive IT programme for integration, new property management and distribution platforms along with new customer relationship management (CRM), loyalty and campaign management platforms.
In addition it will invest in rebranding or repositioning of more than 500 hotels globally.