Top on Carlson’s to-do list: Improve Radisson PIPs

The Radisson Blu in Chicago will open later this year.

It’s been nearly a year since Carlson unveiled its lofty Ambition 2015 goals to its franchisees, and now the company is focused on walking the talk. 2011 is about executing the plans set out in 2010, said Carlson president and CEO Hubert Joly. For Radisson franchisees around the world, that translates to a strong focus on product improvement plans.

Carlson announced several larger-scale plans at its global conference here in February—some already done and others just hinted about—for this year. The company renamed its GoldPoints Plus loyalty program to the more inclusive Club Carlson; it is rebranding the Park Inn name to Park Inn by Radisson; it hinted at a large-scale, 600-room project in the works in New York City; and it hinted at brand development or acquisition plans to fill its void in the luxury and economy segments.

Radisson

Last year’s spotlight was on Radisson, as the company announced its billion-dollar investment to rebrand the portfolio into upscale Radisson and upper-upscale Radisson Blu properties, and invest in service standards, F&B and guestroom redesign.

One year later, five Radisson Blu properties have opened in Asia, 19 are in the process of converting to Blu, and the first three North American Radisson Blu properties are in the works.

“Radisson Blu in Chicago is opening this year in October,” said Thorsten Kirschke, COO of Carlson Hotels and president of Carlson in the Americas. “We signed a new Radisson Blu at the Mall of America, and we have plans to convert the Radisson Plaza Hotel in Minneapolis into a Blu.”

While the company hinted at a project in New York, no deal was in place at press time.

Kirschke said the company is committed to improving PIPs.

“I’m proud to say what was a 25-percent level of commitment last year has risen to 80 percent of all [North American] Radisson owners who are committed to physically upgrading their products,” he said.

“The times have never been more urgent; we never needed more commitment than today,” he said. “This is your call, to improve your product. There’s no question this is the right thing to do.”

Country Inns & Suites

◾ The brand continues to grow its footprint in India; in 2010, five CIS properties opened in India and 14 signed.
◾ Product refurbishment continues. Thirty percent of the portfolio is under renovation.
◾ Traditionally a new-build brand, CIS saw its first conversion properties open in 2010.
◾ The brand’s breakfast makeover continued. “CIS rolled out within less than a year a whole new ‘Be Our Guest’ breakfast deployment, focusing on choice, health and quality,” Kirschke said. “It’s a very contemporary approach, which is unique in its market here in North America."

Park Inn

◾ Park Inn opened its first property in Mexico.
◾ To gain brand traction, Park Inn will now identify itself as Park Inn by Radisson.

Club Carlson

Carlson unveiled a new name and vision for its rewards program. Officially launching March 31, Club Carlson, the global loyalty program, will offer members a free night after five paid nights. Points are redeemable at all Carlson-affiliated properties.

New brands?

Global Carlson execs didn’t expand much further on the topic of new brands entering the Carlson family, other than to say it identified some holes in the market on the luxury and economy ends of the chain-scale spectrum.

Rezidor’s president and CEO Kurt Ritter said the real need for economy properties is in the Europe, Middle East and Africa region, along with some emerging markets. Target competing brands most likely would be Holiday Inn and Accor’s Ibis brand.