Another element of the strategic five-year operating plan to transform the Radisson Hotel Group business was announced on Tuesday at its Americas Business Conference – a new visual identity, product design and guest experience pillars for the Radisson brand in the Americas.
The company revealed its new model room designs, a “Simply Delightful” tagline, updated logo, service icon, color palette and overall brand experience that will affect the more than 160 Radisson hotels currently in operation and under development in the Americas.
The new design aesthetic focuses on streamlined yet comfortable natural designs that reflect the Scandinavian way of life. Two key aspects of the new brand proposition – tasteful simplicity with touches that create lasting, memorable experiences.
This initiative anticipates the removal of 10% to 15% of non-compliant hotels to improve consistency and guest service. To help support the brand’s franchisees, a loan program will be available to help those qualifying to upgrade their hotel to the updated design.
“Every moment matters” was the company’s new theme throughout the conference opening. “Our guests are at the heart of what we do everyday,” Greene said. “We must ensure that their experience in every part of the journey with us is memorable.”
“We need to to elevate the quality of Radisson,” Greene added later, emphasizing that the “very best” of owners would be aided by a renovation loan program, adding that it was a “significant investment” on Radisson Hotel Group’s part. “We have to do this to ensure a consistent Radisson guest experience. Consistency is critical to our growth plan.”
And all of this work is with one big goal in mind, according to Greene: “to significantly increase your system contribution.”
