Radis­son re- think

The Business Travel Magazine - - Hotels -

Radis­son has re­launched the brand as Radis­son Ho­tel Group (RHG), bright­en­ing its im­age from top to toe, with ev­ery brand given a tagline to ex­press its iden­tity. The eight brands range from econ­omy to lux­ury, with Red, Coun­try Inn & Suites and Prizeo­tel giv­ing se­lect ser­vice and Park Inn, Radis­son, Park Plaza, Radis­son Blu and Radis­son Col­lec­tion (for­merly Qorvus), climb­ing up the full ser­vice lad­der to lux­ury. There are 15 Col­lec­tion ho­tels so far, in­clud­ing The May Fair Lon­don and Radis­son Col­lec­tion Strand Stock­holm. Start­ing with the brand state­ment, Sim­ply De­light­ful, Radis­son is be­ing re­vi­talised and is re­turn­ing to its Scan­di­na­vian roots, fo­cus­ing on life­style and work/life bal­ance. Launched two years ago, Red has also been repo­si­tioned, partly be­cause the colour rep­re­sents ev­ery­thing from love to death. Much has been in­vested in the larger pub­lic spa­ces, which at­tract and re­flect the lo­cal com­mu­nity. Pro­cure­ment is lo­cal. “We have clearly de­fined the brands so that they do not con­fuse cus­tomers,” says Ex­ec­u­tive VP and Global COO, Eric de Neef. And RHG is not aim­ing for mega scale: “Num­bers are not the point,” he says. “Brands need to be rel­e­vant to the mar­ket."

Newspapers in English

Newspapers from Ireland

© PressReader. All rights reserved.