At the group’s annual business conference yesterday, Carlson Rezidor revealed details of Radisson Red – a ‘lifestyle select’ brand - and the Quorvus Collection - a smaller portfolio of luxury properties. It will also be scrapping the Hotel Missoni brand later this year.
More than 60 Radisson Red hotels and 20 Quorvus Collection hotels are expected to open by 2020. Richard Moore, Carlson Rezidor’s area vice president for the UK and Ireland, told BigHospitality that he expects a proportion of these openings to be in Britain.
“We see this as an exciting development for Carlson Rezidor in the UK - both brands are highly complementary to our existing portfolio,” said Moore. “Whilst it’s a little early to share numbers, I’m confident that we will develop opportunities for both brands here in the future.”
With the introduction of Radisson Red, Carlson Rezidor seeks to create a new industry category - Lifestyle Select. It’s an upscale, select service concept that will have a forward-thinking focus on the customer experience and personal interaction, recognising the increasingly important role that technology plays in facilitating all of this.
Radisson Red’s focus on technology will include a mobile app that will not only allow guests to skip reception for check-in, but order a drink in the bar, food from the deli, flowers through an online concierge or a taxi for the airport; manage their own personal profile and preferences; and manage the environment within their Radisson Red room.
The Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific.
Meanwhile, the Quorvus Collection will be a group of luxury, five-star hotels that are each individual in style and design; reflective of its location and culture.
All Quorvus Collection hotels will be focussed around six core lifestyle elements - Wellness, Replenishment, Style, Inspiration, Entertainment and Connectivity. The group has strong growth ambitions within the luxury segment and is expected to announce its first members in Q2 2014.
Trudy Rautio, Carlson’s president and chief executive officer, said: “Radisson Red and Quorvus Collection are inspired by ‘Vision 20/20’ - an evolution of our ‘Ambition 2015’ growth strategy. “Vision 20/20 aspires to elevate the guest experience with innovations in technology, guest service and beyond. These two brand concepts will illustrate that perfectly. This is a distinct opportunity for Carlson Rezidor to introduce new experiences, as well as exciting and relevant services, that uniquely differentiate our brands.”
In the context of this new brand structure, Carlson Rezidor also yesterday announced it has mutually agreed to terminate the contract with Italian fashion label Missoni, meaning the
Existing Hotel Missoni Edinburgh and Hotel Missoni Kuwait will cease to operate under the marks of Hotel Missoni by 30 June 2014. Both hotels will remain in Rezidor’s portfolio.
Carlson Rezidor's existing brands include Radisson Blu, Radisson, Park Plaza, Park Inn by Radisson and Country Inns & Suites By Carlson.