Minnetonka, Minn. — Radisson Hotel Group has announced new visual identity, product design and guest experience pillars for the Radisson brand in the Americas. The company revealed its new Radisson model room designs at its Americas Business Conference this week.
The comprehensive overhaul includes a new design aesthetic, tagline, updated logo, service icon, colour palette and overall brand experience that will affect the more than 160 Radisson hotels currently in operation and under development in the Americas. This initiative anticipates the removal of 10 to 15 per cent of non-compliant hotels in the current Radisson hotel brand portfolio to improve consistency and guest service. To help support the brand’s franchisees, a loan program will be available to help those qualifying to upgrade their hotel.
The new Radisson hotel brand identity is part of the Radisson Hotel Group’s strategic five-year operating plan that includes investments in its portfolio and repositioning of more than 500 hotels globally, as well as expansion of 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,” says Ken Greene, president, Americas, Radisson Hotel Group. “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 design aesthetic is inspired by the balance and harmony of the Scandinavian way of life, and focuses on streamlined yet comfortable natural designs. The brand’s new tagline, “Simply Delightful,” complements the design aesthetic and brings together two key aspects of the new brand proposition — tasteful simplicity with touches that create memorable experiences.