Carlson Rezidor is changing its identity to Radisson Hotel Group. The hotel group will now be supported by worldwide recognition of its Radisson flagship brand. The reference to Carlson had in fact been obsolete since 2016 and the sale of the hotel division of Carlson Wagonlit's parent company to the Chinese group HNA. "Today marks the start of an exciting new era for the Radisson Hotel Group".said Federico J. Gonzalez, Chairman of its Global Steering Committee and also CEO of Rezidor, Radisson Hospitality's European partner.
The two stakeholders in the new hotel group - Radisson Hospitality in the Americas and Asia-Pacific and Rezidor, which operates its brands as master franchises in Europe, Africa and the Middle East (EMEA) - together form the world's 11th largest playerwith 1,400 establishments in operation or under development. "United by our new brand and our long-term vision"The Radisson Hotel Group's ambition is to "to become one of the world's top three companies in the accommodation sector"according to Federico J. Gonzalez.
The new tagline - "Every moment matters" - reflects this commitment. But, above all, the Group is basing its ambitions on a portfolio of eight brands, with a few new features compared to the Carlson Rezidor period. The announcement of the name change was accompanied by the launch of a new brandThe Radisson Collection will make its official debut in June. Both lifestyle and upmarket, it replaces the Quorvus Collection and brings together the group's best establishments in terms of design and services, including the May Fair in London, the Old Mill in Belgrade, the Radisson Collection Ukraina in Moscow and Royal in Copenhagen - designed by Arne Jacobsen and his famous egg chairs - and the Aso Towers in Abuja.
In another development, the Radisson brand, which has a strong presence in the United States, is to be introduced in the EMEA region and will form the basis of the Radisson brand. a new top-of-the-range option alongside the very contemporary Radisson Blu. At the same time, the brand will be refreshing its image in the Americas and Asia-Pacific regions. The remainder of the offer is unchanged, with Radisson Red in the lifestyle and trendy segment, the mid-range Park Plaza, Park Inn by Radisson and Country Inns by Radisson brands, and Radisson Red in the luxury segment. the Prizeotel budget and design brand.
The latest change resulting from the hotel group's name change is that the Club Carlson loyalty programme has been renamed Radisson Rewards. This update also concerns the three business programmes Look to Book, Club Carlson for Planner and Club Carlson for Travel Arrangers, now grouped together under the single Radisson Rewards for Business programme.
Logically, the different statuses of the programme have also been renamed. Club Carlson Red becomes Radisson Rewards Club, Club Carlson Silver and Gold become Radisson Rewards Silver and Gold. Finally, the former Club Carlson Concierge status has been changed to Radisson Rewards Platinum. Current members can rest assured that their points balances and account numbers will be preserved. Better still, they should even benefit fromfaster access to Elite status. "New thresholds will be applied in 2018 based on 2017 activitysaid Eric De Neef, Executive Vice President and Global Chief Commercial Officer, Radisson Hotel Group. As a result, many of our most loyal customers will be delighted to find themselves at a higher level than expected."
