HNA to drop Carlson Rezidor name

Aligning brand portfolio to leading Radisson brand

China’s HNA Tourism Group is renaming Carlson Rezidor Hotel Group as Radisson Hotel Group effective March 5. This follows several new leadership appointments and restructuring it has made since completing the purchase of Carlson Hotels in late 2016, and the change in its legal name from Carlson Hotels Inc to Radisson Hospitality Inc last November.

The company alluded to the name change during its 2018 Investors Day in Frankfurt on January 17, saying it aims “to align its global brand portfolio around its leading brand, Radisson, to drive the expansion plans, and marketing, commercial and operational initiatives”.

Aligning brand portfolio to leading Radisson brand

The plan was built on 25 business initiatives focused on portfolio management; brand & product; marketing, sales & revenue management; organisation, talent & reputation; best systems; cost advantage and scale, according to the Investor Day outline.

As part of the new global brand architecture launch, it will reposition 30-35 of its hotels with a total capex of 140 million euros (US$172 million) to 150 million euros. The company will also invest 75-80 million euros in fixtures, furniture and equipment and key money in new hotels,

The business development strategy will focus on net opening of 13,000 new rooms. As part of a renewed asset-right growth strategy, the group will also focus on entering new lease agreements in mature markets.

A Radisson Hotel Group launch presentation is slated at the International Hotel Investment Conference in Berlin this March. It will be followed by an ITB launch night on March 7 at the Radisson Blu Hotel Berlin, where the invitation is for partners and media to witness “something BIG – “a memorable celebration of a new era of the Carlson Rezidor Hotel Group”.

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