If you’ve ever been confused by the parade of corporate and lodging brands from Minneapolis-based Carlson, a new rebranding campaign is bringing the Radisson name back to the forefront, revamping its loyalty program, and renaming its division of independent hotel affiliates.
First, we should note that Carlson Companies got out of the lodging business in 2016, when it sold its hotel operations to China’s HNA Tourism Group. That included its Carlson Hotels unit (whose brands include Radisson Hotels, Radisson Blu, Radisson RED, Park Plaza, Park Inn by Radisson, Country Inns & Suites by Carlson, and the Quorvus Collection, along with the Club Carlson rewards program) and a majority stake in Brussels-based Rezidor Hotels, which licenses Carlson Hotels brands in Europe and elsewhere.
Anyway, the Carlson Rezidor Hotel Group announced this week that it has changed its name to Radisson Hotel Group. It says it’s the world’s 11th-largest lodging operation, with 1,400 hotels open or under development.
Most of the brand names stay the same, although Country Inns & Suites by Carlson has changed to Country Inns & Suites by Radisson, and the group’s customer loyalty program is now called Radisson Rewards instead of Club Carlson. Later this year, the company said it plans to launch RadissonHotels.com as “a new global, multi-brand digital platform.”
Good news: Along with the name change from Club Carlson to Radisson Rewards, the company’s guest loyalty program also has some new enhancements, including changes to its elite status requirements. Gaining Silver status now requires nine nights or six stays; it was formerly 15 nights or 10 stays. Gold status now requires 30 nights or 20 stays, down from 35 nights/20 stays. And earning Platinum status (formerly Club Carlson Concierge) now takes 60 nights or 30 stays, down from 75 nights/30 stays.
“New (elite level) thresholds will be applied in 2018 based on 2017 activity, so many of our most loyal guests would be delighted to find themselves at a higher tier than expected,” a spokesman said. The loyalty program also has a new web address: www.radissonhotels.com/rewards.
Meanwhile, the company is also overhauling its Quorvus Collection, a brand of independent but affiliated luxury and boutique hotels that benefit from Radisson’s reservations and loyalty network. It’s now called the Radisson Collection, and it includes 14 properties in foreign locations, including the May Fair in London, the Strand in Stockholm, the San Marco in Venice, the Royal Copenhagen in Copenhagen, and the Royal Mile in Edinburgh, among others.
Are you a regular at Radisson? Why or why not?
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