Carlson Rezidor Launching Two New Hotel Brands
By Matt Alderton
March 10, 2014
Radisson and Radisson Blu parent company Carlson Rezidor Hotel Group
will launch two new global hotel brands, it announced recently. The first, Radisson Red, will be a "lifestyle select" brand that emphasizes purpose-driven design and interactive technology. The second, Quorvus Collection, will be a curated collection of luxury hotels, each of which will be selected to uniquely reflect the destination it's in.
Launching simultaneously in 2015 in "urban centers" in the Americas, Europe, the Middle East, Africa and Asia Pacific, Radisson Red will convey an "eclectic, modernist aesthetic," according to Carlson. "From arriving in a gallery, to the bar and deli, to the guest connect spaces, to the guest rooms, everything will be designed from the customer’s perspective," the company said. "Every touch point and interaction has been considered and addressed with an extraordinary list of unique features and options."
Reflecting the brand's focus on technology, the centerpiece of each Radisson Red hotel will be a mobile application that allows guests to skip reception for check-in, order a drink at the bar, buy food from the deli, order flowers through an online concierge or hail a taxi for the airport, not to mention manage the environment within their guest room.
Quorvus Collection, which will announce its first members this spring, will be a "new generation of expertly curated luxury, five-star hotels that offer a truly distinctive experience," according to Carlson, which said each property in the collection will be "individual in style, design, heritage, history and architecture ... reflective of its location and culture through the Quorvus 'Eidos' — an essential expression of each hotel's individualism."
"Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy," Carlson President and CEO Trudy Rautio said in a statement. "Vision 20/20 aspires to elevate the guest experience with innovations in technology, guest service and beyond. These two brand concepts will illustrate that perfectly. This is a distinct opportunity for Carlson Rezidor to introduce new experiences, as well as exciting and relevant services, that uniquely differentiate our brands. Quorvus Collection and Radisson Red are the first manifestations of that vision."