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[In pictures] Park Plaza sheds its skin

Radisson Hotel Group and PPHE Hotel Group - exclusive partner for the development of the brand in Europe - give the brand a boost with a new concept: "Feel the Authentic".

Two primary goals lie behind this remake of the brand in Europe: boos the range and develop the supply that represented 7,355 rooms for 29 properties on January 1, 2019.

Three markers guide the brand's transformation in order to give it a new, stronger and more upscale identity:

  • Authentic service, resulting in the unmissable customer experience
  • A contemporary spirit, particularly in terms of design 
  • Unmissable destinations, the regional flavor is highlighted in bars and restaurants at properties

Federico J. Gonzalez Tejera, President & CEO at Radisson Hospitality AB and President of Radisson Hotel Group Global Steering Committee, said: “We are very proud to be unveiling the new Park Plaza brand repositioning and logo as part of the comprehensive restructure of our brand architecture - a process we began last year with the launch of Radisson Hotel Group. Park Plaza is a strong and recognized name within the London market especially, and its new brand position aligns with our ambition to deliver memorable moments to our guests, owners, investors and talent - while offering a clear and attractive proposition within our overall brand portfolio. This brand repositioning will help us add value and continue being the best partner to our stakeholders.”

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