Feb192014

Radisson Red and Quorvus Collection to be two new Carlson Rezidor hotel brands

Carlson Rezidor Hotels Group made a major announcement for two new hotel brands on day one of the Radisson & Radisson Blu Americas Conference at the Mall of America in Bloomington, Minnesota. The next five-year plan for the hotel chain is Vision 20/20 and calls for 60 Radisson Red hotels and 20 Quorvus Collection upper-upscale/luxury hotels by the year 2020.

Radisson Red will be the new upscale, lifestyle brand launching in 2015. Think something on the lines of Starwood’s Aloft where the lobby is a place to play and hear music and the room is designed for function.

The hotel industry is gearing its growth for the millennial market. Radisson Red is the brand entry for Club Carlson members.

Radisson Red_Guestroom 

Radisson Red bedroom rendering – Carlson Rezidor Hotels Group.

Radisson Red_Guestroom2

Radisson Red bedroom rendering – Carlson Rezidor Hotels Group.

Radisson Red_Bathroom

Radisson Red bathroom rendering – Carlson Rezidor Hotels Group.

Radisson Red

The press release announcing Radisson Red gives this description for the new hotel brand.

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.

Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific.

Seems like a smart move to stick with the Radisson name.

 

Quorvus Collection

Carlson Rezidor Hotels Group will be launching luxury brand Quorvus Collection in Q4 2014. This name seems more of a bold gamble considering many readers will look and wonder how to pronounce the word.

Quorvus Collection will be a luxury brand on the lines of Marriott Autograph Collection and Starwood Luxury Collection with hotels that are already established unique high-end and boutique properties aligning with the marketing power of Carlson Rezidor Hotels Group.

GROWTH DEVELOPMENT FOCUS A star in the making, Quorvus Collection has strong growth ambitions with plans to see the portfolio grow to 20 hotels in operation and under development by 2020. Different by scale, architecture, ambiance and design, our future portfolio will include historic landmark properties, contemporary residences, classic boutiques and urban retreats.

Quorvus Collection press release

Carlsn Rezidor Hotel Brands Market Segments

Carlsn Rezidor Hotel Brands Market Segments

*****

Club Carlson program changes March 15, 2014

Then, within hours of announcing the two new brands and vision for Carlson Rezidor Hotels Group, the other shoe dropped with the announcement of Club Carlson changes effective March 15, 2014. More about those in the Club Carlson webpage here.

My post on these changes: Club Carlson devalues March 15, 2014.

About Ric Garrido

Ric Garrido of Monterey, California started Loyalty Traveler in 2006 for traveler education on hotel and air travel, primarily using frequent flyer and frequent guest loyalty programs for bargain travel. Loyalty Traveler joined BoardingArea.com in 2008.

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