Carlson Rezidor Hotel Group has rebranded to Radisson Hotel Group with immediate effect, announced the company at the International Hotel Investment Forum (IHIF) in Berlin.
The launch of the group’s new identity is “a significant milestone in a five-year operating plan”, targeting to leverage “the powerful, international brand equity of the Radisson name” to increase awareness in the marketplace and marketing efficiency across the global portfolio.
At the IHIF, the newly rebranded group also unveiled the launch of Radisson Collection, which will launch in June 2018 as “a premium collection of exceptional hotels” to cater to the consumer demand for individuality and more personalised experiences. It will replace the company’s Quorvus Collection brand, and 14 hotels are expected to join the collection following the launch.
The other brands remain as Radisson Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson, Country Inn Suites by Radisson and Prizeotel, but all are to undergo a refresh.
The new brand architecture will also include a refresh of its Radisson Rewards global loyalty programme and the launch of RadissonHotels.com as a new global, multi-brand digital platform.
Currently the 11th largest hotel group in the world, Radisson Hotel Group is made up of eight hotel brands with more than 1,400 hotels in operation and under development.