Radisson brand to move with the times

Carlson Rezidor pushes brand to be tech-savvy

Carlson Rezidor Hotel Group’s core four-star brand is undergoing a global rejuvenation program, which will see all its hotels take on a refreshed identity and more tech-savvy touches by the first quarter of 2014, TTG Asia reports.

Carlson Rezidor Asia-Pacific’s executive vice president for revenue generation, Lucinda Semark, says that the Radisson Reimagined exercise is to ensure the brand has the “right facilities for the changing customer”. Greater emphasis on connectivity and corporate social responsibility is at the heart of these upgrades.

These include internet check-in, with key cards dispensed from a kiosk on arrival, and an iConcierge app offering destination information via guests’ smartphones.

Spread the Love, a new charity program, will also be rolled out allowing guests to give back to local communities through donations. Other changes include branded bathroom amenities and healthier F&B options.

Semark says the changes are in response to younger travellers who are starting to stay in four-star hotels on business trips, especially in Carlson Rezidor’s key markets such as China and India.

To increase its reach in the MICE market, work is also in progress on repackaging the Radisson brand’s meetings product to ensure consistency across hotels.

TTG Asia

[pictured: Radisson Blu Plaza Xing Guo Hotel Shanghai]

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