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Analysis

How will Radisson Hotel Group develop over the next 5 years?

Development of new brands, unfurling of its offer, evolution of the management strategy… Interview with Eric De Neef, Executive Vice President of Radisson Hotel Group

Following the unexpected developments concerning the sale of Radisson by the conglomerate HNA to Jian Jiang, Eric De Neef examines the hotel group's future.

New brands

The new brand Radisson Collection launched in March 2018 replaces the properties belonging to the Quorvus Collection. It is positioned on the luxury segment and some hotels in the group will receive major renovations in order to operate under the new brand. It should be observed that in order to preserve the strong identity of certain hotels, the most legendary will keep their original names, such as the The May Fair Hotel London.

Prizeotel has 4 hotels in Germany and is positioned on the economy segment offering design destinations. 7 projects for new properties were signed in Germany, Austria and Switzerland to be inaugurated before 2023.

Created in 2015, Radisson RED plans to offer properties with a "cool" design located in city centers. The unfurling of the new brand will be expanded internationally with a Radisson RED in Abidjan.

Also read: [In Images] 8 projects that illustrate Radisson Hotel Group's ambitions in Africa

Development in France

The goal for Radisson Hotel Group is to operate and sign a total of 25 hotels in France by 2022. As of November 1, 2018, the group has 15 operating hotels - 13 Radisson Blu for 2,496 rooms and 2 Park Inn properties for 278 rooms - and plans to open a new Radisson Blu property in Rouen (92 rooms) end 2019.

Management strategy of the hotels

The job of hotel manager has evolved over time, according to Eric De Neef. Back office duties, such as accounting and marketing are now carried out from regional offices and headquarters, freeing up time for General Managers on site. The latter are now at the center of the customer experience and communicated with them directly more often and have fewer reports to file for the group. This reorganization goes hand in hand with the desire to develop new connections between the brand and its clients.

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