David P. Berg was a few minutes late to our phone interview because he had been hosting one of his “Donuts with David” sessions. Since becoming CEO of Carlson Rezidor Hotel Group in December 2014, he has regularly met with groups of employees to gather their ideas on everything from strategy to uniform design. “We believe in the wisdom of the crowd. They are so much better informed than us,” he says. “Instead of sitting around trying to figure it out or second-guess, why not ask the employees what they want and need? What is precious and what would they change?”
That collaborative, unconventional approach is central to Carlson Rezidor. The company manages six global brands across 1,092 properties in more than 100 countries. (A spokesperson notes the Quorvus Collection of luxury hotels has shifted from three properties to two and is currently in transition.) Over the past two years nearly every Carlson Rezidor property has seen renovations or upgrades. The company invested heavily to refresh the entire Radisson portfolio, while Country Inn & Suites by Carlson has been redesigned to reflect a modern country-home aesthetic aimed at younger travelers.
Radisson Blu Aqua Hotel Chicago lobby © Carlson Rezidor Hotel Group
“By better understanding guests’ needs and wants we can refine each brand to resonate with a specific demographic, create a specific experience for a specific guest segment,” says Roger Chacko, executive vice president and chief branding and marketing officer at Carlson Rezidor Hotel Group.
Radisson Blu, celebrated in Europe for bold architectural and interior design, is expanding in the Americas with properties in Philadelphia, Chicago and near the Mall of America outside Minneapolis. “There’s nothing like it — an iconic, stylish pillar that the brand delivers,” Berg says. “It’s simplicity not snobbery, sophistication with ease.”
The Radisson Blu One Touch app goes beyond basic reservations. It offers concierge-style features such as pre-arrival options, in-room dining orders, restaurant and bar promotions, local area guides and running and cycling circuits. Business travelers can use the app for real-time meeting content including agendas, speaker biographies and push notifications.
After 25 years, Carlson Rezidor is also launching a new global brand: Radisson Red, aimed at the upscale, millennial-minded traveler. The emphasis is on “millennial-minded,” meaning the concept appeals to anyone inspired by art, music, fashion, design and technology, regardless of age.
“The guest could be a 28-year-old road warrior or a 68-year-old leisure traveler. What they have in common is to be inspired by art, music, fashion and design and be wowed by technology,” Chacko explains. Every step of the Radisson Red experience is choreographed — from self-check-in to bar design and menu concepts to an electronic billboard in the reception area where guests can upload images before arrival. Instead of traditional meeting rooms, the brand offers an event studio for gatherings and collaboration.
Park Plaza Westminster Bridge London guestroom © Carlson Rezidor Hotel Group
As a privately held company, Carlson Rezidor is not driven by quarterly earnings reports and can take a longer view on brand development. That doesn’t mean the company is complacent. Carlson Rezidor actively pursues selective growth opportunities that strengthen its brands: Country Inn & Suites is adding hotels in China; three new Radisson Blu hotels are planned in Colombia and Chile; and the company intends to expand further in Africa and India.
“We’re not a scale player, not as big as some other hotel companies. So how can we be quicker, smarter, street-wise with fewer investment dollars?” Berg asks. His answer stresses the human element.
Where other sectors may default to scripted responses like “My pleasure,” Carlson Rezidor embraces “Yes I Can” as part of its DNA. Large, rigid operating manuals have been replaced with empowerment: employees are encouraged to engage authentically with guests and to resolve issues immediately — a change Berg calls “incredibly liberating.”
One example: in 2014 a Country Inn & Suites breakfast hostess was named Employee of the Year after receiving more than 250 complimentary letters and reviews praising the way she welcomed guests each morning. “She hugs the guests each morning and treats them as if they were in her own home,” Berg says. “Hugging is not in the manual, yet the hotel has received more than 250 complimentary guest letters and reviews naming her. I’m equally proud that her general manager allows her to do that.”
“What sets us apart is we allow employees to bring their skills, experiences and talents to the guest experience, delivering authenticity so guests are sorry to leave,” he adds.
Chacko hopes business travelers and past guests will reassess Carlson Rezidor’s properties. “I hope former guests will give us another try. We’re not only upping our game but changing the game.”
COUNTRY INN & SUITES BY CARLSON
Demographic: Business and leisure travelers
Offerings: Operates 476 properties primarily in the United States, Canada, India and Latin America, with 43 more in development. The brand delivers a “touch of home” with free hot breakfasts, complimentary high-speed Internet, fitness centers and business centers.
Highlight: The flagship Country Inn & Suites by Carlson, Bloomington at Mall of America connects via a pedestrian sky bridge to the largest shopping mall in the United States.
PARK INN
Demographic: Tech-savvy, value-oriented, youthful travelers
Offerings: Operates 134 hotels worldwide, with 60 in development. Park Inn emphasizes functional guestrooms, flexible meeting spaces and free Surf4Free Internet to ensure a reliable, hassle-free stay.
Highlight: Park Inn by Radisson Berlin Alexanderplatz features sweeping views from its Panorama Terrace on the 40th floor.
PARK PLAZA
Demographic: Upscale business and leisure travelers
Offerings: Operates 46 hotels worldwide, with 11 in development. Known for trendsetting designs that capture the energy and style of each location.
Highlight: Park Plaza Westminster Bridge London, with 1,019 rooms and a 24-hour business center, sits steps from London’s Big Ben and the Houses of Parliament.
RADISSON
Demographic: Business and leisure travelers
Offerings: Operates 147 hotels worldwide, with 31 in development. The modern, socially responsible, service-driven brand focuses on busy travelers and offers services such as 3-Hour Express Laundry, Grab & Run, Business Class, Express Checkout and a 100% Guest Satisfaction Guarantee.
Highlight: Radisson Acqua Hotel & Spa Concón on Chile’s coast features notable on-site restaurants, a spa and a beachfront location near Casablanca Valley vineyards and the resort town of Viña del Mar.
RADISSON BLU
Demographic: Upper-upscale business and leisure travelers
Offerings: Operates 287 hotels worldwide, with 97 in development. Radisson Blu is known for iconic design, attention to detail and leading-edge style in key cities, airports and leisure destinations. Innovative lobbies, guestrooms and public spaces, plus the “Yes I Can!” ethos, emphasize personalized service.
Highlight: Radisson Blu SkyCity Hotel Arlanda Airport in Stockholm offers soundproof rooms and direct access between terminals 4 and 5, with easy connections to the Arlanda Express train.
RADISSON RED
Demographic: Upscale, millennial-minded business and leisure travelers
Offerings: A new concept centered on design, personalization, interaction and technology. Carlson Rezidor expects to operate around 60 Radisson Red hotels globally by 2020.
Highlight: The 164-room Radisson Red Minneapolis Downtown, featuring the brand’s Ouibar and REDeli, was scheduled to open in October.