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Carlson Rezidor in Double Brand Debut Announcement

The company is seeing “Red” in a good way as it announces Radisson Red and the luxury focused soft brand Quorvus Collection.

Wednesday, February 19, 2014
Glenn Haussman
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Carlson Rezidor Hotel Group is getting closer to wrapping up its incredibly ambitious five year plan to transform the company. And in the plan’s fourth year, the company is adding a pair of new brands to help it compete in emerging industry segments.

Announced today at the Radisson and Radisson Blu Americas annual business conference, company executives announced the creation of the lifestyle focused Radisson Red and the luxury focused Quorvus Collection.

The strategy is all part of its new Vision 20/20, an extension of the company’s Ambition 2015 strategy which has radically transformed the company to compete in the growing global hotel industry.

“Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy,” said Trudy Rautio, president and CEO, Carlson. “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. Quorvus Collection and Radisson Red are the first manifestations of that vision.”

Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific. Though it looks like many will be born from existing properties, the company is planning on building them from the ground up in places such as the United States.

With the introduction of Radisson Red, Carlson Rezidor seeks to create a new industry category, “Lifestyle Select,” an upscale, select service concept with a strong focus on design and detail, the customer experience, personal interaction, personal choice and recognition of the increasingly important role that technology plays in facilitating the best of everyday life, according to Carlson Rezidor.

The Radisson Red focus on technology will include a mobile application 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 brand, with a contemporary purpose-driven design focus, will convey an eclectic, modernist aesthetic. From arriving in a gallery, to the bar and deli, to the guest connect spaces, to the guestrooms, everything will be designed from the customer’s perspective. Every touch point and interaction has been considered and addressed with an extraordinary list of unique features and options.

As for the Quorvus Collection, the company is looking to edge its way into to the soft branding market, a move that has proved successful for other companies. It’s a move Chief Branding Office Gordon McKinnon describes as opportunistic.

“This is a somewhat strategic and opportunistic move because of the opportunities in the market now. There is a very apparent gap in our portfolio as a whole and there are a lot of opportunities out there,” said McKinnon “If you look at the number of independents out there, there are many that are looking to affiliate with a system but not a brand so they can keep their own independence.”

Executives say these hotels will offer five star distinctive experiences. Each is individual in style, design, heritage, history and architecture and will be reflective of its location and culture through the Quorvus ”Eidos” – an essential expression of each hotel’s individualism.

All Quorvus Collection hotels will offer a suite of services tailored to fit guests’ needsand focus on six core lifestyle elements – Wellness, Replenishment, Style, Inspiration, Entertainment and Connectivity.

Executives are being aggressive to get the Quorvus Collection off the ground quickly and they’re expected to announce its first members in Q2 2014. Different by scale, architecture, ambiance and design, the future Quorvus portfolio will include historic landmark properties, contemporary residences, classic boutiques and urban retreats.

As for the overall state of the company Thorsten Kirschke, president, Americas, said things are moving quickly for them in the right direction.

“We have good fronts on all cylinders as we have turned around general brand positioning and also how we look into the future to provide [hotel owner] partners around the world with tools, techniques and teams to be successful fighting the challenges of day to day business,” said Kirschke.
Credit
Glenn Haussman    Glenn Haussman
Editor in Chief
Hotel Interactive, Inc.

Bio: Glenn Haussman is Hotel Interactive's Editor-In-Chief, where he manages all editorial content for the hotel industry’s leading online information resource. In addition to publishing the daily magazine, he hosts a weekly on demand radio shows and develops educational content for the company’s BITAC and HI Connect Design ...
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RE: Carlson Rezidor in Double Brand Debut Announcement article link
Hope they do a better job then the Radisson Blu, maybe a new color will help!
Posted by: Charles Frederich Senkler - Operator
Email: charlessenkler@msn.com
2/20/2014

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