Carlson Unveils Comprehensive Strategy for its Radisson Brand

As part of its Ambition 2015 plan, Carlson recently unveiled a comprehensive strategy for its Radisson brand. The positioning is being supported by a series of innovations including new restaurant and room concepts, and an investment of up to $1.5 billion. “[There are] 422 hotels in operation and 90 in the contracted pipeline,” says Hubert Joly, president and CEO of Carlson. “We have crystallized the success formula for the brand, improved it, and are using it as the foundation for its future development.”

The main focus: five new room concepts: And Relax, Naturally Cool (shown), New York Mansion, Ocean, and Urban. All of them feature a vibrant and contemporary design with bold colors and lighting. In terms of restaurants, the hotels will feature Fillini, an upscale Italian eatery, and rbg, a bar and grill concept.

New service concepts are also key. For instance, Business Class will offer guests the best available room, breakfast, turn-down service, upgraded bathroom amenities, and others depending on the market.

As part of this strategy, the Radisson brand will be tiered across the upper upscale and upscale segments.  Radisson Blu will be applied to the upper upscale segment and Radisson “Green” will be applied to the upscale segment. 

“We have seen the power of the brand internationally and the very attractive return from renovating to the new standards,” Joly says.  “The brand is poised for significant growth around the world and we expect to grow the portfolio to at least 600 hotels by 2015.”