Rebranding Carlson Rezidor Hotel Group to Radisson Hotel Group was a big decision, but company officials believe it was the right one.
“The new Radisson Hotel Group name capitalizes on the powerful brand equity of the internationally recognized Radisson name,” Eric De Neef, Executive Vice President and Global Chief Commercial Officer of the Radisson Hotel Group, explained to Loyalty360. “Aligning the group’s portfolio of more than 1,400 hotels in operation and under development will drive stronger awareness among consumers with a more consolidated approach to marketing across the group’s eight brands. Radisson Hotel Group, its brands, and its commercial drivers will now all be unified through a global signature, Every Moment Matters. This is more than just a name change; Every Moment Matters will drive all parts of our business and operations. Our aim is to deliver truly memorable moments that make us more meaningful than any other hotel company, every day, everywhere, every time. We will be a true host and best partner by building on our value creation capabilities so guests, owners, and talent see us as their preferred hotel company.”
What’s more, De Neef said that the rebranding is “really just the beginning. We are making significant investments to our portfolio of 1,400 hotels and IT platform globally to meet the changing needs of the hospitality industry. The use of ‘Radisson’ as an umbrella brand allows for a more competitive go-to-market position, using established equity to promote a global portfolio of brands to consumers, and further driving brand awareness. In addition, individual hotel brands will benefit from increased recognition, and this will be leveraged through a stronger value proposition to guests, owners, talent, and partners.”
Company officials are excited to share more about the branding behind Radisson Collection, a premium collection of hotels, each of which will offer meaningful local touches providing guests with a genuine insight into the destination.
Federico J. González, President and CEO of The Rezidor Hotel Group and Chairman of the Global Steering Committee for Radisson Hotel Group, noted a statistic that illustrates the reasoning behind launching Collection: “Seventy-two percent of travelers prefer to spend their money on experiences rather than material things, and the Radisson Collection caters to this demand.”
De Neef added: “From wellness to sustainability travel trends, these aspirational lifestyle hotels meet the travel requirements and desires of today’s travelers. We are thrilled to deliver this upscale, personalized experience through the Radisson brand.”
In addition to Radisson Collection, which will serve as a market differentiator, company officials refreshed the Radisson Rewards loyalty program.
“By aligning with our new corporate identity, Radisson Rewards will allow members to associate their benefits with our brands and initiatives,” De Neef explained. “Radisson Rewards includes new tier names for easy understanding of the tier structure and new thresholds for a faster and more accessible path to elite status. New thresholds will be applied in 2018 based on 2017 activity, so many of our most loyal guests will be delighted to find themselves at a higher tier than expected.”
What’s more, company officials have redefined a brand-differentiated, 360-degree guest experience empowered by a “Yes I Can!” service delivery and four attributes:
- Brilliant Basics
- Enjoy Memorable Moments
- Experience the Locale
- Feel at Ease
“At our hotels, we have also developed new standards for food and drinks that bring a multi-sensory and memorable experiences to our guests and a value proposition for meetings, groups and events—all in line with the brand experience,” De Neef added.