Carlson Rezidor Hotel Group is rebranding as the Radisson Hotel Group and launching a new premium collection.
The group announced the rebrand today at the International Hotel Investment Forum in Berlin, Germany, with immediate effect.
The brand's new identity is aimed at leveraging the power of the Radisson name to drive awareness in the marketplace, and capitalising on the partnership between Radisson Hospitality (formerly Carlson Hotels) and Rezidor Hotel Group AB, which has master franchise agreements to develop and operate certain brands across Europe, the Middle East and Africa.
Federico J González, president and chief executive of the Rezidor Hotel Group and chairman of the Radisson Hotel Group global steering committee, said: "Today is the start of an exciting new era for Radisson Hotel Group, united by our new brand and long-term vision to become a top three hospitality company in the world. Our five-year operating plan includes initiatives that redefine our value proposition, optimise our portfolio, streamline operations, invest in new technology systems and align our team members… Our rebranding is just the beginning."
John M Kidd, chief executive and chief operating officer of Radisson Hospitality, added: "The creation of Radisson Hotel Group is an evolution of our long-term partnership with the Rezidor Hotel Group."
The Radisson Hotel Group is made up of eight hotel brands with more than 1,400 hotels in operation and under development.
The group also announced the launch of a new premium lifestyle hotel brand, the Radisson Collection, made up of "the finest hotels" and most individual properties in the group's portfolio, replacing its Quorvus Collection. Member hotels can choose to lead with the brand or the hotel name.
A total of 14 hotels are confirmed to join the collection following the launch, including the G&V Royal Mile hotel in Edinburgh (pictured), which will be renamed the Radisson Collection Royal Mile Edinburgh, and the May Fair Hotel London, which will be renamed the May Fair London, a Radisson Collection hotel.
González added: "The hotels that have already joined the Radisson Collection are the perfect showcase for what the brand represents: authenticity, design and exceptional service."
The group's new Radisson Rewards loyalty programme will replace Club Carlson.
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