Carlson Rezidor Hotel Group has announced at the International Hotel Investment Forum (IHF) that it is rebranding to Radisson Hotel Group effective immediately.
The company says the new identity is part of a five-year operating plan and allows it to leverage the “international brand equity of the Radisson name” in order to drive awareness and increase marketing efficiency across the global portfolio.
A partnership between Radisson Hospitality and the Rezidor Hotel Group makes the new Radisson Hotel Group the 11th largest hotel group in the world. It encompasses eight brands with more than 1,400 properties in operation and under development.
In conjunction with the rebrand, the group has restructured ‘guest experience pillars’ into four types: Brilliant Basics, Memorable Moments, Local Experience and Feel at Ease.
Federico J Gonzalez, president and CEO of Rezidor Hotel Group and chairman of the global steering committee for Radisson Hotel Group, said: “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.”
John M Kidd, CEO and COO of Radisson Hospitality, added: “The creation of the Radisson Hotel Group is an evolution of our long-term partnership with the Rezidor Hotel Group. Together, we are clarifying and executing a new brand architecture to create more value for our guests and owners. It’s the right time for us to align our strategic and operating plans and go to market as one solid player.”
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