Carlson Rezidor to rebrand
Carlson Rezidor Hotel Group is getting a new name.
It will rebrand next month to Radisson Hotel Group, tapping the global recognition of its marquee hotel brand.
The move was the latest step in restructuring after the takeover by Chinese conglomerate HNA in 2016, and Carlson Hotels Inc said it changed its legal name to Radisson Hospitality Inc in November.
The business is made up of Minnesota based Carlson Hotels Inc and European partner company Rezidor Hotel Group.
The name change will ‘leverage the wide awareness of the Radisson brand name,’ the company said.
It gave a hint of what was to come last month when Country Inn & Sites by Carlson was changed to Country Inn & Suites by Radisson.
The rebranding project will last a couple of years and cost up to $200 million as it repositions hotels within the brand portfolio.
That includes a new premium sub-brand called the Radisson Collection which will feature some of the best performing Radisson Blu properties.
It will also reflag some Park Inn brand hotels into Radisson.
The name change will be officially unveiled on March 5 when the company will outline its brand structure and loyalty program changes in more detail.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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