The document discusses plans to expand the Radisson hotel brand globally and upgrade its image. It aims to establish Radisson as a powerful upscale brand delivering vibrant, contemporary hospitality through its "Yes I Can!" service philosophy. However, customer research finds that Radisson is currently seen as basic and inconsistent compared to competitors like Hilton and Marriott, with nothing standing out about stays. The brand wants to energize its image and leverage brand equity fully with its RadissonBlu tier by migrating all hotels to this brand over time. Improving internal branding and employee involvement is key to consistently delivering upgraded branding messages.

2. Our ambition is to expand
and grow the Radisson
brand as a powerful first
class brand delivering
c 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 d
engaging hospitality
characterized by the yes I
can! service philosophy

3. O u r u p s c a l e R a d i s s o n
hotels offer both business
a n d l e i s u r e g u e s t s a
hospitality experience that
is unique and satisfying
t h r o u g h o u r b o l d
service and distinguished
o f f e r i n g s . W e w o r k t o
exceed the expectations
with purpose, passion and
a unique yes i can! philosophy

4. M i s s i o n s t a t e m e n t :
Let us treat you the
w a y y o u d e s e r v e .
Because we put you
in everything we do.
T a g l i n e : H o t e l s t h a t
l o v e t o s a y y e s !

5. U p - s c a l e w i t h
high expectations,
bold, distinguished,
unique, passionate,
individualistic, stylish,
adventurous, lifestyle,
l e a d i n g - e d g e ,
concerned with the
questions of our time.

10. q Upper-upscale sub-brand
q Largest upscale brand in
Europe
q Strong presence in Europe,
Asia, & the Middle-East
q Features the Yes I Can!
Service philosophy

11. Ø To increase and balance the global
presence of Carlson s 6 brands

12. q Marriott: 522 worldwide
q Sheraton (Starwood) :
§ 462 worldwide;
§ expansion efforts in China, India,
Russia
q Ritz-Carlton (Marriott):
§ 70 worldwide
q W Hotel (Starwood) :
§ 59 worldwide

16. T h i s i s o u t o f a
Group of respondents
w h e r e 5 9 % h a d
stayed at a Radisson
H o t e l p r e v i o u s l y .
There are not many
positive associations
m a d e w i t h
t h e R a d i s s o n
H o t e l B r a n d .
Research shows that
Radisson Hotel users are
not expecting much
from the hotel or the
s e r v i c e , a n d a r e
therefore not dissatisfied
with their experience.
While this is not bad, as
customers seem to be
satisfied, it is not at
good either, because
they are not improving
or standing out from
t h e i r c o m p e t i t i o n .
When thinking of hotels,
only one respondent
mentioned the Radisson
in a list that included The
Hilton, Marriot, Holiday
I n n , a n d M o t e l 6 !

17. q “Basic Hotel, nothing special”
q “I don’t remember anything standing out
about a Radisson Hotel stay at all”
q “The ambiance and service is friendly but too
basic. Upscale means going beyond;
knowing the guest’s wishes before he can
articulate them”
q “They seem to come off a bit dated,
unkempt”
q “Run of the mill and inconsistent. Not the
same product each time I visit; downtrodden
and less than professional.”
q “They are nowhere near the competition in
keeping up to date”
q “It isn’t a hotel that screams luxury. It is
purely mediocre and doesn’t have a
uniqueness.”

18. q Upscale
q Distinguished
q Yes I can
q Stylish
q Leading-edge
q Vibrant
q Contemporary
q Engaging
q Mediocre
q No uniqueness
q Too basic
q Dated, unkempt
q Downtrodden
q Inconsistent
q Nothing special
q Not professional

20. Ø To increase and balance the global
presence of Carlson s 6 brands
Ø To establish flagship RadissonBlu hotels in
major US cities (NY, LA, Chicago, Atlanta)

22. Beyond 2015, The Radisson
brand should ultimately
d i s s o l v e t h e R a d i s s o n
Green tier and migrate
e n t i r e l y t o R a d i s s o n B l u
Advantages of Migration
Ø E n e r g i z i n g t h e i m a g e
Ø Using brand name awareness
Ø Eliminate bad association
Ø Better leverage the brand equity

23. C u s t o m e r
Engagement
Community
Engagement
Radisson branding messages
are not consistently delivered
Employees play a key role in
delivering branding messages
Internal branding will help Radisson involve customers into
the branding migration journey with consistent messages