Rebranded hotel group to leverage brand equity

CARLSON Rezidor Hotel
Group has rebranded
to Radisson Hotel
Group, in a move that it
says leverages the powerful,
international brand equity of
Radisson.
The move will see a
significant investment in
rebranding or repositioning
more than 500 hotels
globally.
“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 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.”
Federico J. González,
president and ceo of the
Rezidor Hotel Group and
chairman of the Global
Steering Committee,
Radisson Hotel Group, said
the company would redefine
its value proposition,
optimise its portfolio,
streamline operations and
invest in new technology
systems.
The brand portfolio across
market segments will
include Radisson Collection,
a premium brand replacing
the company’s Quorvus
Collection as well as
existing brands Radisson
Blu; Radisson; Radisson
RED; Park Plaza; Park Inn
by Radisson; and Prizeotel,
catering for the “modern
economy segment”. Country
Inn & Suites by Radisson
has added ‘by Radisson’ to
align the brands.
A few of the brands have
been or will be refreshed
with changed logo and
visual identity, including
Radisson, Radisson RED,
and Park Plaza. Radisson
will also undergo changes to
its product design and guest
experiences that will focus
on delivering Scandinavianinspired
hospitality