Carlson Rezidor Rebrands as Radisson Hotel Group
The primary reason for using Radisson in the new company name is leveraging the wide awareness of the Radisson brand name globally.
CARLSON REZIDOR Hotel Group has changed its name to Radisson Hotel Group as one of the biggest change for company this year.In addition to the name change, the company is also embarking on a comprehensive five-year strategic plan which includes reinvestment in its five brands; a pruning of at least 10 percent of its under performing Americas-based Radisson hotels; layoffs at Carlson; and a focus on organic growth.
The name change to Radisson Hotel Group is noted in Rezidor’s most recent investor day presentation, which was released on January 17. The primary reason for using Radisson in the new company name, the document noted, “leverages the wide awareness of the Radisson brand name globally.” The presentation also outlines Radisson Hotel Group’s five-year plan for becoming “one of the top three hotel companies in the world.”
Makarand Mody, assistant professor of hospitality marketing at the Boston University School of Hospitality Administration, said this new direction, strategy, and corporate name were much needed, especially since “the company does not have an overarching customer-facing parent brand that can draw equity from the individual brands, like the Marriott or Hilton.”
He added, “Radisson is definitely the strongest brand equity component in the portfolio so it does make sense to put it front and center. I think building the brand equity inside out from the Radisson identity will serve the company well.”
Nothing is fundamentally changing in terms of how the newly named Radisson Hotel Group is structured, although the company has outlined a new, more clearly defined organizational leadership chart. Publicly owned Rezidor is still the master franchise of privately owned Carlson Hotels. The combined organization, which will be known as Radisson Hotel Group going forward, comprises more than 1,180 hotels around the world. Rezidor focuses on Europe, the Middle East, and Africa, while Carlson Hotels is focused on the Americas and Asia.
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