Tuesday February 18th, 2014 - 9:53PM
MINNEAPOLIS—Carlson Rezidor Hotel Group will launch two global hotel brands: Radisson Red, a so-called ”lifestyle select” brand, and Quorvus Collection, a collection of luxury hotels.
Carlson Rezidor aims to have more than 60 Radisson Red hotels and 20 hotels in the Quorvus Collection by 2020.
“Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy,” stated Trudy Rautio, president/CEO, Carlson. “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.”
With the introduction of Radisson Red, Carlson Rezidor seeks to create a new industry category, “Lifestyle Select,” an upscale, select-service concept that has a focus on design and detail, the customer experience, personal interaction, personal choice and recognition of the role technology plays.
The Radisson Red focus on technology will include a mobile application that will allow guests to skip reception for check-in, order a drink in the bar, food from the deli, flowers through an online concierge or a taxi for the airport; manage their personal profile and preferences; and manage the environment within their Radisson Red room. The brand, with a contemporary purpose-driven design focus, will convey a modernist aesthetic.
Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia-Pacific.
Quorvus Collection hotels will offer a suite of hallmark services composed of six core lifestyle elements: Wellness, Replenishment, Style, Inspiration, Entertainment and Connectivity.
Quorvus Collection is expected to announce its first members in second quarter. Different by scale, architecture, ambiance and design, the future Quorvus portfolio will include historic landmark properties, contemporary residences, classic boutiques and urban properties.