Carlson Rezidor rebrands to Radisson Hotel Group and launches new luxury brand

The world’s 11th largest hotelier is also launching a new brand, Radisson Collection, as a “premium lifestyle collection designed for exceptional hotels”.

Radisson Collection will replace the company’s Quorvus Collection brand and will launch fully in June, after being unveiled initially this week at the International Hotel Investment Forum in Berlin.

It will start off with 14 hotels in the collection, including rebadged existing properties, such as the Arne Jacobsen-designed Radisson Blu Royal Hotel, which will now be the Radisson Collection Royal Copenhagen, and G&V Royal Mile Edinburgh, which will now be the Radisson Collection Royal Mile Edinburgh.

The company’s other brands remain as Radisson Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson, Country Inn Suites by Radisson and Prizeotel, but all are to undergo a refresh.

“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,” said Federico J. Gonzalez, president and chief executive of The Rezidor Hotel Group.

“Our five-year operating plan includes initiatives that redefine our value proposition, optimize our portfolio, streamline operations, invest in new technology systems and align our team members to deliver on our signature, Every Moment Matters. Our rebranding is just the beginning.”

RadissonHotels.com will launch later this year as a new global, multi-brand digital platform, while the company’s Radisson Rewards programme is also being refreshed.

The company, which is headquartered in Brussels, Minneapolis and Singapore, said it will also make “significant investments” in rebranding or repositioning more than 500 hotels globally.

Under its eight brands, Radisson Hotel Group currently has more than 1,400 hotels in operation and under development around the world.