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, according to Federico J. González, President and CEO, the Rezidor Hotel Group and Chairman of the Global Steering Committee, Radisson Hotel Group.
“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,” he said.
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.
Radisson Blu Plaza Hotel Sydney and the May Fair London (above)
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.
-RadissonHotels.com: 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.