The Radisson Group, in turn, is part of the large-scale expansion of contemporary design hotels, with lively lobbies and trendy restaurants and bars. In short, everyone will have recognised the contours of the lifestyle hotel industry. Already present in this buoyant niche with the Radisson RED brandThe hotel operator announced just a week ago its intention to strengthen the offering of its budget and design brand Prizeotel. A chain that has so far enjoyed limited growth, but which is set to open around forty new stores in Europe over the next five years.
Alongside these ambitions for contemporary hotels at affordable prices, the Radisson Hotel Group will be tackling this market from the top down, and in the same way: starting fromart'otel, a little-developed brand that already exists within the Radisson networkRadisson will be expanding its offering rapidly. To achieve this, Radisson will be relying on a strategic partnership with the PPHE group. This property and hotel management specialist has a long-standing master franchise agreement with Radisson for the Park Plaza brand. It was already with PPHE that Radisson developed the first three art'otels in Amsterdam - its current flagship - Berlin and Budapest. So many cultural and creative hubs which are now leading to others.
Capitalising on the popularity of lifestyle establishments among leisure and business travellers alike, the two partners are looking much further ahead, with the ambition of building a portfolio of arty hotels in the world's major cities. Even before the unveiling of this partnership, two projects had been announced in London, the art'otel London Hoxton in 2024, and the other expected this summer, the art'otel London Battersea Power Station. An establishment that fits in a vast property development revitalising an icon of the London skylinea power station on the banks of the Thames immortalised by Pink Floyd on the cover of their album Animals.
Three other projects will be added under the agreement with PPHE in 2022 and 2023, in Zagreb and Pula in Croatiaand Rome. " We are delighted to develop our relationship with PPHE and to support the growth and development of art'otel internationally.said Federico González, CEO of the Radisson Hotel Group. Art'otel combines culture and lifestyle and this bold brand will offer unique opportunities to our customers and owners in this fast-growing premium segment."
Alongside the art'otel brand, the close relationship between PPHE and Radisson has led to the conclusion of a strategic development agreement concerning the expansion across Europe of all Radisson brandsOpportunities have already been identified in Central and Eastern Europe, as well as in Croatia. In this context, the Grand Hotel Brioni in Pulaone of the country's best-known hotels, will be rebranded under the Radisson Collection luxury brand in the coming weeks, following a refurbishment programme.
