Carlson Rezidor Hotel Group plans to rebrand itself as Radisson Hotel Group next month on March 5, 2018. The changes will also include the launch of a new global loyalty program replacing Club Carlson, the company confirmed to Hotelier Middle East.
The move, announced at Rezidor Hotel Group's investors day event in Germany last month, will be part of a five-year operating plan to align its global brand portfolio around its leading brand, Radisson to drive the expansion plans and operating initiatives.
Rezidor Hotel Group president and CEO Federico González-Tejera said in report by Hotel Business, “Success of our five-year operating plan means that whenever a guest plans a trip, whenever an investor or owner thinks of a partner, whenever a person wants to work in hospitality—they will all think of our company first.”
The launch of the Radisson Hotel Group brand, brand architecture, and the new brand experience will enable the company to capture the full potential of the portfolio globally, according to company’s investor presentation.
The opportunities outlined by the launch include leveraging the wide awareness of the Radisson brand name globally, solve issues within the portfolio, create a clear unique selling proposition and improve brand experience by creating a competitive advantage.
The hotel company told Hotelier Middle East that it will share more information regarding the rebranding at a press conference, on its new vision, new global brand architecture and loyalty program on March 5 at the International Hotel Investment Forum (IHIF) in Berlin, Germany