Radisson SAS hotels rebranded

Radisson SAS hotels in Europe, the Middle East and Africa (EMEA) are changing their name to Radisson Blu, said Rezidor, the brand’s master franchisor.

The name change is the final break from SAS Group, the former parent of Rezidor. SAS sold the company in a public offering in November 2006 and no longer has a connection with the Radisson brand.

Radisson SAS, an upper-upscale brand, was created in 1994 when SAS International Hotels partnered with the Radisson brand in the EMEA region. Today, there are 170 Radisson SAS hotels.

The new name was announced on Feb. 4 by Rezidor CEO Kurt Ritter at the grand opening of the Radisson Blu Hotel at Zurich Airport in Switzerland.

"The word ‘blu’ is a stylized, shortened version of the word ‘blue,’ derived from the blue colored box that contained the SAS name on the original Radisson SAS logo and signage," Rezidor said.

The name change does not apply to Radisson Edwardian hotels in the U.K. or Radisson hotels in the Americas and in the Asia-Pacific region.

The Radisson brand is owned by Carlson. Rezidor manages all hotels with Carlson-owned brands (Radisson, Regent, Park Inn, Park Plaza and Country Inns & Suites) in the EMEA region. Carlson is Rezidor’s largest shareholder.

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