Our ambition is to expandand grow the Radissonbrand as a powerful firstclass brand deliveringc o n s i s t e n t v i b r a n t ,c o n t e m p o r a r y a n dengaging hospitalitycharacterized by the yes Ican! service philosophy
O u r u p s c a l e R a d i s s o nhotels offer both businessa n d l e i s u r e g u e s t s ahospitality experience thatis unique and satisfyingt h r o u g h o u r b o l dservice and distinguishedo f f e r i n g s . W e w o r k t oexceed the expectationswith purpose, passion anda unique yes i can! philosophy
M i s s i o n s t a t e m e n t :Let us treat you thew a y y o u d e s e r v e .Because we put youin everything we do.T a g l i n e : H o t e l s t h a tl o v e t o s a y y e s !
U p - s c a l e w i t hhigh expectations,bold, distinguished,unique, passionate,individualistic, stylish,adventurous, lifestyle,l e a d i n g - e d g e ,concerned with thequestions of our time.
q Upper-upscale sub-brandq Largest upscale brand inEuropeq Strong presence in Europe,Asia, & the Middle-Eastq Features the Yes I Can!Service philosophy
Ø To increase and balance the globalpresence of Carlson s 6 brands
q Marriott: 522 worldwideq Sheraton (Starwood) :§ 462 worldwide;§ expansion efforts in China, India,Russiaq Ritz-Carlton (Marriott):§ 70 worldwideq W Hotel (Starwood) :§ 59 worldwide
T h i s i s o u t o f aGroup of respondentsw h e r e 5 9 % h a dstayed at a RadissonH o t e l p r e v i o u s l y .There are not manypositive associationsm a d e w i t ht h e R a d i s s o nH o t e l B r a n d .Research shows thatRadisson Hotel users arenot expecting muchfrom the hotel or thes e r v i c e , a n d a r etherefore not dissatisfiedwith their experience.While this is not bad, ascustomers seem to besatisfied, it is not atgood either, becausethey are not improvingor standing out fromt h e i r c o m p e t i t i o n .When thinking of hotels,only one respondentmentioned the Radissonin a list that included TheHilton, Marriot, HolidayI n n , a n d M o t e l 6 !
q “Basic Hotel, nothing special”q “I don’t remember anything standing outabout a Radisson Hotel stay at all”q “The ambiance and service is friendly but toobasic. Upscale means going beyond;knowing the guest’s wishes before he canarticulate them”q “They seem to come off a bit dated,unkempt”q “Run of the mill and inconsistent. Not thesame product each time I visit; downtroddenand less than professional.”q “They are nowhere near the competition inkeeping up to date”q “It isn’t a hotel that screams luxury. It ispurely mediocre and doesn’t have auniqueness.”
q Upscaleq Distinguishedq Yes I canq Stylishq Leading-edgeq Vibrantq Contemporaryq Engagingq Mediocreq No uniquenessq Too basicq Dated, unkemptq Downtroddenq Inconsistentq Nothing specialq Not professional
Ø To increase and balance the globalpresence of Carlson s 6 brandsØ To establish flagship RadissonBlu hotels inmajor US cities (NY, LA, Chicago, Atlanta)
Beyond 2015, The Radissonbrand should ultimatelyd i s s o l v e t h e R a d i s s o nGreen tier and migratee n t i r e l y t o R a d i s s o n B l uAdvantages of MigrationØ E n e r g i z i n g t h e i m a g eØ Using brand name awarenessØ Eliminate bad associationØ Better leverage the brand equity
C u s t o m e rEngagementCommunityEngagementRadisson branding messagesare not consistently deliveredEmployees play a key role indelivering branding messagesInternal branding will help Radisson involve customers intothe branding migration journey with consistent messages