Carlson Rezidor Hotel Group announces its rebranding to Radisson Hotel Group.

The primary reason for this rebranding is to take full advantage of the global awareness of the Radisson brand. Last month, the Country Inn & Suites by Carlson brand was changed to Country Inn & Suites by Radisson.

In addition to the name change, the company is said to embark on a comprehensive five-year strategic plan which includes investments into platforms and technology, rebranding or repositioning more than 500 hotels and a pruning of at least 10% of its underperforming Americas-based Radisson hotels and layoffs at Carlson.

The new identity increases marketing efficiency across the global portfolio and offers experiences to make "Every Moment Matter" for guests, owners and talent. "Every Moment Matters" will be the new signature service philosophy of the company and all its hotel brands.

"Today is the start of an exciting era for the Radisson Hotel Group, united by our new brand and long-term vision to become a top three hospitality company in the world," said Federico J. González, President & CEO, the Rezidor Hotel Group and Chairman of the Global Steering Committee, Radisson Hotel Group. "Our five-year operating plan includes initiatives that redefine our value proposition, optimize our portfolio, streamline operations, invest in new technology systems and align our team members to deliver on our signature, Every Moment Matters. ‘Every moment Matters' is about how we do business at the Radisson Hotel Group and who we are at the core - a place of purposeful encounters. For everyone. Everyday. Everywhere. Every time. Our rebranding is just the beginning."

"The creation of the Radisson Hotel Group is an evolution of our long-term partnership with the Rezidor Hotel Group. Together, we are clarifying and executing a new brand architecture to create more value for our guests and owners," said John M. Kidd, Chief Executive Officer & Chief Operating Officer, Radisson Hospitality "It's the right time for us to align our strategic and operating plans and go-to-market as one solid player."

The Radisson Hotel Group has also restructured its brand architecture and redefined four guest experience pillars to be implemented across all eight brands:

1. Brilliant Basics
2. Memorable Moments
3. Local Experience
4. Feel at Ease

The brand portfolio updates include:

RADISSON COLLECTION: WELCOME TO THE EXCEPTIONAL

Radisson Collection will replace the company's Quorvus Collection brand and will launch in June 2018 as a premium collection.

RADISSON: SIMPLY DELIGHTFUL

Radisson will be introduced in EMEA to serve the upscale segment. The brand will be refreshed in the Americas and Asia Pacific, with changes to its logo and visual identity, product design and guest experiences that will focus on delivering Scandinavian inspired hospitality.

RADISSON RED: ENJOY IT!

Radisson RED has rolled out a new product definition and updated logo with a growth plan across EMEA and Americas.

PARK PLAZA: SMART, ENGAGING SERVICE

Park Plaza was reworked to make it more relevant for high-end international travelers.

PRIZEOTEL: AFFORDABLE HIGH DESIGN

prizeotel will continue to grow across EMEA to serve the economy segment.

The new brand architecture will also enable new customer-facing benefits and commercial drivers including:

• Radisson Rewards: the refreshed loyalty program (formerly Club Carlson)
• Radisson Meetings: an enhanced meetings and events offering that will launch later this year with a multi-brand digital platform
• RadissonHotels.com: a new global, multi-brand digital platform, that will launch later this year

As of January 1, 2017, the brand Radisson, including Radisson, Radisson Blu, Radisson Red, Park Inn by Radisson, operates 617 properties and more than 131 000 rooms, according to data published by Hospitality ON.