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Analysis

[Infography] Radisson Collection: What development for the luxury brand of Radisson Hotel Group?

Radisson Hotel Group's new luxury brand is experiencing strong growth in its offer, particularly in markets that are sometimes little known to other hotel groups. What development is planned for Radisson Collection?

Born during the rebranding of Carlson Rezidor Hotel Group, which became Radisson Hotel Group in March 2018 - the Radisson Collection brand replaced Quorvus Collection, which operates 3 properties.

Positioned in the luxury segment, in a group that mainly operates medium and high-end brands, the new brand aims to grow rapidly.

With nearly 1,800 rooms currently in operation, the brand still has a small supply compared to other historic brands: Radisson Blu Hotels & Resorts (70,000 rooms), positioned at the top of the range, and Country Inn & Suites by Radisson (40,000 rooms), in the middle. Followed by Radisson Hotels with nearly 35,000 rooms, Park Inn by Radisson with nearly 30,000 rooms and Park Plaza with nearly 10,000 rooms, as well as the economy brand prizeotel currently operates 4 properties with nearly 1,000 keys.

Radisson Collection will have to grow to make a place for itself in the group and has nearly 1,500 keys in its pipeline, almost the equivalent of the rooms currently in operation.

For better visibility, click on the logo of the three points at the top right of the graphic, then click on the logo at the bottom of the list representing a screen.

 

Development strategy

The brand is defined as follows: "Radisson Collection is a new generation of emblematic and unique properties. A collection of exceptional, absolutely unique hotels."

Among the hotels in operation Radisson Collection has already passed 9 properties under its flag, including some iconic ones in their respective cities such as the Royal Hotel Copenhagen and the May Fair in London.

In Moscow, one of the capital's "Seven Sisters", a family of neoclassical skyscrapers with an Olympic swimming pool and 10 boats to offer river cruises in the city are among the projects under development.

With a structured offer in Northern Europe (4 properties), the brand is now expanding in Eastern Europe with a hotel in operation (Serbia) and 3 projects: Budapest, Moscow, Tsinandali (Georgia). It should be noted that the next conversion of a property, already under the group's flag in Paris, currently operating 46 rooms.

In the Middle East, the high-end brand is already well established, with the conversion of two former Quorvus Collection stores in Kuwait and Oman. And it is in Nigeria where the brand has the most ambition with three projects signed in the country, including two hotels in Lagos.

Elie Younes, Executive Vice President & Chief Development Officer at Radisson Hotel Group is positive about the launch of the new brand: “The market has responded extremely well to this new brand. This is a testament that the brand is very relevant to all its stakeholders. Since earlier this year, we now have 20 Radisson Collection hotels signed or open in key destinations like Paris, London, Rome, Moscow, Stockholm, Copenhagen – and more to come. We’re building an astounding collection that features some of the most iconic hotels in the world – from Arne Jacobsen’s design masterpiece in Copenhagen to the exceptional Palazzo Montemartini in Rome.”  

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