Carlson branches out into lifestyle select and luxury affiliation segments

Guests at Radisson Red hotels

ALL PHOTOS COURTESY Carlson Rezidor hotel group Guests at Radisson Red hotels will be able to bypass the front desk by using a mobile app that allows for check-in, drink and food orders, service orders and setting guestroom preferences.International Report – Carlson Rezidor Hotel Group is the latest global hotel brand to jump into the most attractive development segments as of late—lifestyle select-service and luxury white-label affiliation collections. Carlson launched both new brands at its global Radisson brand conference in February, both to address what company leadership called gaps in the current portfolio.

Picture: ALL PHOTOS COURTESY Carlson Rezidor hotel group
Guests at Radisson Red hotels will be able to bypass the front desk by using a mobile app that allows for check-in, drink and food orders, service orders and setting guestroom preferences.

The new Radisson Red brand, described by corporate leadership as a design-forward “lifestyle select” brand, will join the company’s Radisson and Radisson Blu family of brands. The upscale select-service Radisson Red properties will focus on good design and smart technology integrations throughout the property. Hotels will have mobile check-in, and amenities will include a bar and a deli. The brand will launch in 2015 in urban gateway cities in the Americas, Europe, the Middle East, Africa and Asia Pacific.

The brand will follow a new-build strategy in the Americas and Asia Pacific to begin with, a company spokesman said, while Red-branded hotels in EMEA most likely will be conversions.

On the other end of the spectrum, the company’s new Quorvus Collection will be an affiliation brand for luxury independent hotels around the world.

Carlson has identified high-end historic properties, contemporary residences, classic boutiques and urban locations that fall into this category; the first Quorvus members are expected to be announced by later this year.

“We are changing our brands into a much more competitive landscape,” said Thorsten Kirschke, president of the Asia Pacific region for Carlson Rezidor Hotel Group. “We want to provide our partners around the world with better tools and teams to approach new challenges.”

Carlson Rezidor Hotel Group has more than 1,340 hotels in operation and under development in 105 countries. Its anchor brands are Radisson and Country Inns & Suites. At the end of 2013 the company had 155 Radissons open worldwide and 27 under development, and 473 Country Inns & Suites open and 47 under development. In 2013 Country Inns & Suites launched the first completely new product redesign in its 25-year history.  

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