Carlson Rezidor Hotel Group has announced the launch of two new global hotel brands. Radisson Red, a ”lifestyle select” brand that has been designed and developed to deliver today’s customer the experience of tomorrow, while Quorvus Collection, an expertly curated collection of luxury hotels, will reflect and respond to the true sensibilities of the contemporary global traveler, while celebrating the culture of each and every location. The group aims to have more than 60 Radisson Red hotels and 20 hotels in the Quorvus Collection by 2020.
“Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy,” said Trudy Rautio, president and chief executive officer, Carlson. “Vision 20/20 aspires to elevate the guest experience with innovations in technology, guest service and beyond. These two brand concepts will illustrate that perfectly. This is a distinct opportunity for Carlson Rezidor to introduce new experiences, as well as exciting and relevant services, that uniquely differentiate our brands. Quorvus Collection and Radisson Red are the first manifestations of that vision.”
Radisson Red
With the introduction of Radisson Red, Carlson Rezidor is seeking to create a new industry category, “Lifestyle Select,” an upscale, select service concept that boasts a forward-thinking focus on design and detail; the customer experience; personal interaction; personal choice; and recognition of the increasingly important role that technology plays in facilitating the best of everyday life.
The Radisson Red focus on technology will include a mobile application that will not only allow guests to skip reception for check-in, but order a drink in the bar, food from the deli, flowers through an online concierge, or a taxi for the airport; manage their own personal profile and preferences; and manage the environment within their Radisson Red room. The brand, with a contemporary purpose-driven design focus, will convey an eclectic, modernist aesthetic. From arriving in a gallery, to the bar and deli, to the guest connect spaces and the guestrooms, everything will be designed from the customer’s perspective. Every touch point and interaction has been considered and addressed with an extraordinary list of unique features and options.
Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific.
Quorvus Collection
Quorvus Collection is a new generation of expertly curated luxury, five-star hotels that will offer a truly distinctive experience. Each will be individual in style, design, heritage, history and architecture and will be reflective of its location and culture through the Quorvus “Eidos”—an essential expression of each hotel’s individualism.
Each of our Quorvus Collection hotels will offer a suite of hallmark services tailored to perfectly fit and completely fulfill the needs of our discerning guests. Six core lifestyle elements will embody this distinctive service suite, including Wellness, Replenishment, Style, Inspiration, Entertainment and Connectivity.
Quorvus Collection has strong growth ambitions within the luxury segment and is expected to announce its first members in Q2 2014. Different by scale, architecture, ambiance and design, the future Quorvus portfolio will include historic landmark properties, contemporary residences, classic boutiques and urban retreats.
Read more in the Wall Street Journal and Minneapolis Star Tribune and Hotels Magazine online.