Among your group's major developments, you have introduced a new brand, Radisson Individuals, in the style of collections launched by other hotel groups before you. What are your objectives with this brand?
V. S. - We launched this brand in October 2020 with, in parallel, a dozen signings announced. Among the members of Radisson Individuals, all high-quality hotel productsSome have already opened, including the Cour des Loges in Lyon, the Hotel Imperial in Plovdiv, Bulgaria, the Palace Hotel in Tallinn, Estonia, and Henrietta House in Bath, UK. Others include the Relais de Margaux near Bordeaux this summer and the River House Hotel in Inverness, Scotland. A hotel is also expected in Vienna. All in all, the brand should have between 20 and 50 hotels in the coming years, in destinations that are popular with both business and leisure travellers.
Behind this launch, your group is also opening up to the independent hotel sector. Why was the time right?
V. S. - The idea is to respond to the needs of a market experiencing an unprecedented crisis, by becoming a relevant partner for independent hoteliers and small regional groups. Radisson Individuals enables them to connect to our group's distribution system, and therefore to diversify their sources of income by capturing a wider customer base. For our part, this brand allows our group to grow while protecting the purity of its main brands. The hotel in Bordeaux is a perfect example of this. It's a beautiful establishment, with a long history and a strong personalitybut which is not in line with the standards of the Radisson Collection or Radisson Blu brands. Nevertheless, it will be able to be present in our sales and distribution channels. At the same time, the hotel will begin a renovation phase, after which it will become part of the Radisson Collection, our upmarket lifestyle brand. That said, future integration into one of our brands is by no means an obligation.
Another major ambition announced by the Radisson Group is to increase its long-stay accommodation offer in Western Europe. Why is the market right now?
V. S. - Here too, we are seeking to provide a relevant response in the current context, while the long-stay hotel industry has shown itself to be more resilient in recent months. With the closure of bars and restaurants, travellers have turned more to residential accommodation. And yet, even after the pandemic, I think long-stay solutions will still be very attractive. We're going to see a new way of travelling. There will probably be fewer trips in the future, but they will last longer. As a result, there is growing interest in the residential sector and, consequently, great opportunities for it in Western Europe, a market where this segment is still underdeveloped compared with the United States or the Middle East.
How are you going to implement this strategy?
V. S. - We already had this expertise in the Middle East. To be more responsive to the market and to capitalise immediately on a recognised name, that of Radisson, we are integrating this residential component as an extension of our brands. One of the first fruits of this strategy is the recent opening of the Radisson Hotel & Suites Amsterdam Southin partnership with Cycas Hospitality, one of the leading operators specialising in this segment. Growth will be opportunistic and opportunity-driven. This may take the form of 100 % long-stay establishments or hotels offering a combination of both, rooms and flats. For example, in France, the Radisson Collection, which we are developing in the La Défense district with Unibail, in the Sister Towers, will offer around forty residential units. The advantage of this formula is that long-stay travellers can also take advantage of all the experiences offered by the hotel. At the same time, with shared spaces - reception, lobby, restaurant, fitness centre, etc. -development costs are reduced for the owners.
Speaking of the Radisson Collection, you seem to have finally found the right formula in the luxury segment after several unsuccessful attempts, such as Hotel Missoni or Quorvus?
V. S. - That's absolutely right. Since the launch of this brand in 2018We were able to rapidly create a portfolio of around forty hotels, both in operation and under development. Something we had never been able to do before. The fact that we were able to launch the brand in major European citiesWe have also shown that we really believe in this segment by being financially involved in the conversion of certain Radisson Blu hotels into Radisson Collection hotels, for example in Copenhagen and recently in Brussels. We have also shown that we really believe in this segment by getting financially involved in the conversion of some Radisson Blu hotels into Radisson Collection hotels, for example in Copenhagen or more recently in Brussels. The momentum is there. We are expecting new hotels in Seville next summer, and in Bilbao by the end of the year. These are two boutique establishments in the same exclusive style as the Cour des Loges in Lyon, which has been part of our collection since last year. In France, one of our objectives, after Paris and Bordeaux, will be to establish the brand on the Côte d'Azur.
More generally, what are your Group's ambitions in France?
V. S. - We've had good momentum since 2019, particularly with these Radisson Collection openings. In the north of France, we also have a Radisson Blu in preparation at Malo-les-Bains and a Radisson resort at Blériot Plage. We want to continue at this pace, and even accelerate it. Our strategy is to capitalise on the strong presence of our Radisson Blu in primary and secondary destinations - as recently in Rouen - from which to expand the range of our top-of-the-range Radisson brand in France. We also hope to introduce our lifestyle brand Radisson RED on this market. We've been talking about it for a long time, and I'm fairly confident that we'll be able to announce its arrival later this year.
With Radisson Individuals aimed at the independent hotel sector and our focus on long stays, we have adapted our model to this new environment.
Speaking of the current year, how do you see your business developing?
V. S. - Our industry is facing a great deal of adversity. Business is affected as never before. However, hoteliers and investors alike are confident that travel will pick up again, whether for business or pleasure. Of course, this will take time. Next summer should be similar to 2020, if not better. The last quarter will also see an improvement. But I can't see no complete recovery before 2024. But we will meet our growth targets this year after opening more than 40 new hotels in 2020 in the EMEA region. With Radisson Individuals aimed at the independent hotel sector and our focus on long-stay accommodation, we have adapted our model to this new environment. This is the time to show everyone - customers, owners, investors - that you are dynamic and that you understand what is important to them.
What are the key issues for travellers today?
V. S. - For example, safety and hygiene will always be essential and, as an international group, we will continue to build around our safety protocol created in collaboration with SGSWe're also taking part in the WTTC to promote the importance of this subject.
What developments do you foresee in business travel?
V. S. - Knowing how to adapt to demand will remain a priority. Many people are spending more time in leisure destinations while continuing to work. So we need to have a fresh look at what business travellers expect in more leisure environments, not just resorts. Do we offer them offices? What support can we give them so that they can organise themselves to continue working?
In this context, how are you developing your range of rooms dedicated to nomadic business travellers, the "hybrid rooms", which you launched at the Radisson Collection in Brussels?
V. S. - Wherever we see demand and the investment is worthwhile, we'll definitely be extending this idea. From "hybrid rooms are currently being developed in Madrid, and we plan to introduce them in a number of our hotels currently under construction. What's more, they can also be used as meeting rooms.
