Radisson hotel group launches new brand; signs 10 new hotels across EMEA in Q3 2020

Radisson Hotel Group has launched a new brand, Radisson Individuals.

Radisson Individuals is a conversion brand that offers independent hotels and local, regional chains the opportunity to be part of its global group platform and benefit from the group’s international experience, whilst retaining their uniqueness and identity.

Radisson Individuals hotels are selected for their own characteristics, offering guests an opportunity to discover new locations around the world.

“The launch of Radisson Individuals marks another milestone in our ambitious five-year transformation plan to be recognised as one of the top three hotel brands in the world and the brand of choice for owners, guests, and talent,” said Federico J. González, CEO, Radisson Hotel Group.

“We created Radisson Individuals in response to the evolving demands of the modern market for both hotel owners and guests. Joining Radisson Individuals is an ideal first step for individual hotels with strong service scores who wish to remain independent or may be considering transitioning to one of our successful core brands, as well as a strong proposition for local, regional hotel brands seeking to explore additional distribution channels and/or co-branding options.”

Radisson Individuals also represents an opportunity for hotels to enhance their visibility, nurture customer confidence, and access a wider audience through multiple distribution channels and a global sales structure.

Hotels wishing to join Radisson Individuals will undertake a compliance assessment focusing on four key parameters: SGS health and safety compliance; online index evaluated through their GRI; compliance with fire and life safety; and the ability to connect to the group’s main operating systems.

A number of hotels have already joined Radisson Individuals in the UK and Asia with additional properties in advanced discussions in Italy, Germany, Russia and beyond.

In addition, Radisson Hotel Group has signed ten new hotels across EMEA in Q3 2020 in the UK, Italy, Ukraine, Germany, Egypt, and Nigeria. The new signings build on the 15 hotel signings which were announced in Q2 2020.

Elie Milky, vice president for business development in Middle East, Pakistan, Greece and Cyprus at Radisson Hotel Group, said: “The industry is flooded with unique and individual products seeking to tap into Radisson’s strong brand equity, global reach, diverse distribution channels, and one of the largest loyalty programmes in the world. Radisson Individuals makes it all possible as we strategically identify and approach select assets and partners in the region.”