{"id":109563,"date":"2021-05-14T10:52:55","date_gmt":"2021-05-14T08:52:55","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=109563"},"modified":"2023-10-10T12:44:30","modified_gmt":"2023-10-10T10:44:30","slug":"brands-development-interview-schuermans-radisson","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/brands-development-interview-schuermans-radisson","title":{"rendered":"New brands, development in France: interview with Val\u00e9rie Schuermans (Radisson Hotel Group)"},"content":{"rendered":"

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<\/a>. What are your objectives with this brand?<\/h3>\n

V. S. -<\/strong> We launched this brand in October 2020 with, in parallel, a dozen signings announced. Among the members of Radisson Individuals, all high-quality hotel products<\/strong>Some 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.<\/p>\n

Behind this launch, your group is also opening up to the independent hotel sector. Why was the time right?<\/h3>\n

V. S. -<\/strong> 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<\/strong> 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 personality<\/strong>but 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.<\/p>\n

\"Radisson-Individuals-relays-margaux\"<\/a>
Le Relais de Margaux, near Bordeaux (Radisson Individuals).<\/figcaption><\/figure>\n

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?<\/h3>\n

V. S. -<\/strong> 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<\/strong>. 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.<\/p>\n