Radisson Unveils Soft Brand
Radisson Collection’s charter members are 14 brand- or identity-led hotels
The newly rebranded Radisson Hotel Group (formerly Carlson Rezidor Hotel Group) is set to debut the Radisson Collection, which is launching with 14 confirmed hotels.
Radisson officials say the collection gives hotel owners an opportunity to join an international network while maintaining the identity and authenticity of their hotels and resorts through a flexible framework for affiliation and endorsement. The member hotels wanting to build market recognition can choose to lead with a brand or with their hotel identity.
A guest room at the Old Mill Belgrade, a soft-branded Radisson Collection hotel. Photo: Courtesy of Radisson Hotel Group
Radisson Collection brand-led properties are in such locales as Stockholm; Venice; Moscow; Sochi, Russia; Copenhagen; Edinburgh; Warsaw; Lagos, Nigeria; and Agra, India.
The collection’s identity-led properties include: The May Fair London; Old Mill Belgrade, Serbia; Symphony Style Kuwait; Hormuz Grand Muscat, Oman; and The Emerald Grand & Spa Lagos, Nigeria.
“Seventy-two percent of travelers prefer to spend their money on experiences rather than material things and the Radisson Collection caters to this demand,” says Federico González, president and ceo, the Rezidor Hotel Group and global steering committee chairman, Radisson Hotel Group. “The hotels that have already joined the Radisson Collection are the perfect showcase for what the brand represents: authenticity, design and exceptional service. Ultimately, the brand and the hotels will be defined by the people who visit them and those who serve in them.”