INTERNATIONAL REPORT—It seems change is good for Radisson Hotel Group. Last month, the hotel company rebranded itself as part of a five-year operating plan. And now, there’s a new collection and a refresh of its loyalty program.
Radisson Collection is a premium collection of hotels in landmark locations. Driven by consumer demand for individuality and more personalized experiences, Radisson Collection brings together the most distinctive hotels in the Radisson Hotel Group portfolio, with 14 hotels confirmed to join the collection following the launch.
Radisson Collection hotels are united by exceptional design and experiences across dining, fitness, wellness and sustainability, according to the company.
“Seventy two percent of travelers prefer to spend their money on experiences rather than material things, and the Radisson Collection caters to this demand,” said Federico J. González, president & CEO, the Rezidor Hotel Group and chairman of the global steering committee, 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. We are incredibly proud of our global debut and look forward to the continued growth of our exceptional collection globally.”
The collection will give 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 the brand or lead with their hotel identity, according to the company. The collection affiliation provides member hotels with international brand services, operational expertise, infrastructure and loyalty program, designed to optimize the owner’s return on investment.
Radisson Collection Brand-Led Properties:
- Radisson Collection Strand Stockholm, Sweden
- Radisson Collection San Marco Venice, Italy *
- Radisson Collection Ukraina Moscow, Russia
- Radisson Collection Paradise Resort & Spa Sochi, Russia
- Radisson Collection Royal Copenhagen, Denmark
- Radisson Collection Royal Mile Edinburgh, Scotland
- Radisson Collection Warsaw, Poland
- Radisson Collection Ikoyi Lagos, Nigeria
- Radisson Collection Agra, India
Hotel Identity Led Collection Properties:
- The May Fair London, United Kingdom, A Radisson Collection Hotel *
- Old Mill Belgrade, Serbia, A Radisson Collection Hotel
- Symphony Style Kuwait, A Radisson Collection Hotel
- Hormuz Grand Muscat, Oman, A Radisson Collection Hotel
- The Emerald Grand & Spa Lagos, Nigeria, A Radisson Collection Hotel
*Pending final legal agreement and approval
And, Radisson isn’t stopping there. A newly refreshed Radisson Rewards will replace Club Carlson. Radisson Rewards will align with the hotel group’s new corporate identity and will make it easier for members to associate their benefits with all brands and initiatives, according to the company. All current members account numbers and point balances remain the same.
With more than 1,100 hotels in operation worldwide, members of the Radisson Rewards program will receive member-only rates, access to exclusive benefits including room upgrades, early check-in/ late checkout, and points toward free nights across these Radisson Hotel Group hotels: Radisson Collection, Radisson Blu, Radisson, Radisson Red, Park Plaza, Park Inn by Radisson and Country Inn & Suites by Radisson.
“Embedding the Radisson name into the heart of our program, will help us instantly boost the global brand awareness of our loyalty program. Radisson is a name that’s instantly recognizable, respected and stands for award-winning, innovative hospitality,” said Eric De Neef, EVP and global chief commercial officer, Radisson Hotel Group. “Our refreshed program will serve as a powerful driver of our commercial and brand awareness strategy, and build a stronger relationship with our members. The Radisson affiliation across the entire global brand portfolio and all markets will ensure that our members worldwide can easily associate their rewards with the hotels where they earned their valuable points.”
