It is a transformational and exciting time at the Radisson Hotel Group, as we have entered a new era for our company and continue positioning ourselves for the future. One of our first big milestones in the five-year journey, was to introduce a new umbrella corporate brand – Radisson Hotel Group – to leverage the global brand recognition of Radisson.
At the 2018 Annual General Meeting in Stockholm, Sweden, in April, the shareholders resolved to change the name of the company from Rezidor Hotel Group AB (publ) to Radisson Hospitality AB (publ) by amending the company’s articles of association.
The name change is a strategic and conscious move to align our businesses worldwide, our global portfolio of hotels and brand architecture around the five-year operating plan to leverage the powerful, international brand equity of the newly created Radisson Hotel Group.
The new name will offer a clearer brand awareness proposition to the shareholders and investors of Radisson Hospitality AB (publ), that the company/stock they are investing in, is part of company whose ambition is to become one of the top three hotel companies in the world. To reach this goal, we will focus on being a True Host and Best Partner and deliver on our signature promise, Every Moment Matters.
The alignment of the two legal entities name – Radisson Hospitality, Inc. (formerly Carlson Hotels, Inc.) and Radisson Hospitality AB (publ) (formerly Rezidor Hotel Group AB (publ) publicly listed on Nasdaq Stockholm, Sweden) – will help capitalize on a strong partnership between the two companies, who have a master franchise agreement for several brands across Europe, the Middle East and Africa.
As part of our five-year strategic framework and detailed operational plan, we have identified 25 business initiatives around seven major areas, to help realign and build our business for the future. They are Brand & Product, Marketing, Sales and Revenue Management, Portfolio Management, Organizational Talent & Reputation, Best Systems, Cost Advantage and Scale. Each is supported by specific initiatives and rigorous methodologies which we are executing carefully.
In conjunction with the alignment around the Radisson brand equity, the Radisson Hotel Group has restructured its brand architecture of eight hotel brands and introduced an invigorated and newly named loyalty program called Radisson Rewards as well as redefining the guest experience around four pillars (1) Brilliant Basics (2) Memorable Moments (3) Local Experience (4) Feel at Ease, to be implemented across all eight brands.
We have a strong future ahead of us with an exciting new corporate brand, a strong plan to capture the full potential of the portfolio across the world, a committed team aligned around our core cultural beliefs, and an infallible spirit to make every moment matter. Together, we are going to achieve great things.