• Shaping an image: Hotels change their role in the industry through rebranding

    More than just upgrading bed linens, TVs and common areas, most major players in the hotel space have recently taken a step back and re-evaluated their role in the marketplace and how they interact with their core consumer – travelers.

    In the business travel sector, we’ve seen hoteliers configure their properties to offer wireless Internet access, free breakfast and more, which are all essential to individuals traveling on business. Entire brands have also undergone extensive rebranding campaigns to revitalize their properties around the world and positively change their image in the world of travel. Both Carlson Rezidor Hotel Group and InterContinental Hotels Group (IHG) have embarked upon major rebranding campaigns, which travelers will see the fruits of for years to come.

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    Carlson Rezidor

    Carlson Rezidor Hotel Group
    Earlier this year, Carlson and The Rezidor Hotel Group established the Carlson Rezidor Hotel Group to pursue the global alignment and management of its brands.  The Carlson Rezidor Hotel Group includes a portfolio of more than 1,300 hotels with six global brands: Radisson Blu, Radisson®, Country Inns & Suites By CarlsonSM, Park Inn by Radisson, Hotel Missoni and Park Plaza®.

    Carlson Rezidor

    Also this year, Carlson Rezidor Hotel Group announced they will rebrand all Radisson Edwardian Hotels, a portfolio of 13 hotels in the United Kingdom, to the Radisson Blu brand by the second half of 2012. More than 2,500 rooms and suites will be involved in the conversion, which will ensure that all travelers staying at the newly rebranded Radisson Blu properties will experience exceptional quality and service.  

    Since 2000, Carlson Rezidor Hotel Group has invested more than $300 million into a comprehensive and ongoing renovation program focused on the Radisson brand, which is a core component of the company’s “Ambition 2015” initiative.

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    Intercontinental Hotels Group

    InterContinental Hotels Group (IHG)
    Holiday InnIHG completed a global relaunch of its Holiday Inn brand at the end of 2010. The $1 billion relaunch was the largest in the history of the hospitality industry, with over 3,200 hotels around the world being updated. The relaunch focused on the things research shows matter most to guests – a modern, contemporary hotel with efficient, friendly service and a great night’s sleep. This included upgraded bathrooms, new exterior lighting, new Holiday Inn scent and sound and a new employee training program.

    IHG has also announced the global repositioning of its Crowne Plaza brand, which will be rolled out in three phases defined as “Freshen Up,” “Move Up” and “Shine.” In addition, you may have heard about IHG’s new brand, HUALUXE Hotels and Resorts, designed specifically for the Chinese traveler, and the new U.S. brand, EVEN, focused on wellness.

    So travelers, do you take note when a hotelier embarks on a rebranding campaign? If you know a brand has completed a rebranding campaign, are you more likely to stay at one of their properties?

One Responseso far.

  1. Bob A. says:

    I suppose I would be more likely if I knew that the rebranding came along with an upgrade in services provided as well.