Radisson Announces Rejuvenation of Brand In The Americas

Radisson Hotel Group has unveiled plans for a new visual identity, product design and guest experience for Radisson properties across the Americas.

The announcement was made at the company’s Americas Business Conference taking place in Orlando, Florida.

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At the event, the company revealed new model room designs and a comprehensive overhaul that also includes a new design aesthetic, tagline, updated logo, service icon, color palette and overall brand experience.

The changes will impact more than 160 Radisson properties either in operation or under development throughout the Americas, the company said in a statement.

In addition, the new initiative will likely result in the removal of 10 to 15 percent of non-compliant hotels in the current Radisson portfolio, the company said.

To help support franchisees seeking to meet the new standards, a loan program is being made available for upgrades to outdated properties.

All of the changes are part of Radisson Hotel Group’s strategic five-year operating plan, which includes investments in its portfolio and repositioning more than 500 properties around the globe.

The strategic plan also calls for expanding the Radisson brand into Europe, the Middle East, and Africa.

“Great brands have very similar consistency and quality gaps between their best property and worst property and this strategic initiative will help us reshape the portfolio,” Ken Greene, president, Americas, Radisson Hotel Group, said in a statement. “We have terrific owners coupled with an amazing service culture that brings a lot of passion to this brand and we are committed to building our organization with a powerful value proposition that focuses on branding, revenue, cost, flexibility and simplifying the way we transact.”

The new Radisson brand will focus on the natural balance and harmony of the Scandinavian way of life, including an aesthetic focused on streamlined yet comfortable natural designs that are accessible for all and encourage a balanced environment.

The new tagline for the brand is “Simply Delightful,” which was identified to complement the updated design aesthetic and bring together two key aspects of the brand proposition – tasteful simplicity with touches that create lasting, memorable experiences.