Name change for Radisson SAS
International hotel chain, Radisson SAS, is changing its name to Radisson Blu.
The chain said the "small, but significant name change" reflects the natural end of Radisson’s links with the SAS Group following Rezidor’s IPO back in November 2006.
The name change was announced today at the Grand Opening party of the first Radisson Blu at Zurich Airport.
Radisson Blu senior vice president and COO, Thorsten Kirschke, said the change from SAS to Blu will be a gentle evolution through into 2010.
“We currently have more than 200 hotels in operation or under development, so the name change has been designed in such a way that it’ll avoid any unnecessary disruption but still create an impact.”
Gordon McKinnon, Rezidor’s executive VP brands, said the name Blu emerged as the most natural choice.
“The name Blu started life as the project’s working title. But it soon became apparent that it was actually the most natural of choices. It’s simple, it’s short, it’s relevant and we’ve applied it in a way that adds a certain modernity to the identity without taking it too far,” he said.
“Most importantly it also promotes our specific brand heritage by preserving the graphic ‘blue box’ which has become the recognised symbol of the distinctive characteristics of the Radisson brand in Europe, the Middle East and Africa."
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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