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Radisson Hotel Group, the hotel company formerly known as Carlson Rezidor Hotel Group, has launched a new premium brand and overhauled its loyalty program.
Radisson said Monday that it will do away with the struggling Quorvus Collection, a soft brand that launched in 2014 but produced just three hotels, and replace it with the Radisson Collection in June.
The company described Radisson Collection as a premium brand with “luxurious amenities.”
Radisson Collection will debut with 14 properties, most of them conversions from the upper-upscale Radisson Blu brand. Of the 14, nine will be conventionally branded such as the Radisson Collection Copenhagen and Radisson Collection Edinburgh. The other six will be independently run Radisson Collection-endorsed properties such as Emerald Grand & Spa Lagos, a Radisson Collection Hotel.
The Club Carlson loyalty program has been replaced with Radisson Rewards, and lowers thresholds to advance through the program’s tiers. The entry-level Club tier replaces Club Carlson Red. The new Silver tier will require 40% fewer nights and stays than Club Carlson Silver, and the new Gold level will require about 15% fewer nights and stays than Club Carlson Gold.
Radisson Rewards’ top-level Platinum will require 20% fewer nights and stays than Club Carlson’s top-level Concierge tier.
Club Carlson placed eighth among the 10 programs in last year’s J.D. Power Hotel Loyalty Program Satisfaction Study, beating out only Choice Hotels International’s Choice Privileges and Wyndham Hotel Group’s Wyndham Rewards.
In all, Radisson Hotel Group now has eight brands: Radisson, Radisson Collection, Radisson Blu, Radisson Red, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson and Prizeotel.
The group has more than 1,100 hotels worldwide and another 300 in development, and it plans to rebrand or reposition more than 500 hotels within the next five years.
Carlson Rezidor announced the name change to Radisson Hotel Group earlier this month.
Source: travelweekly.com
