Radisson re- think
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."