Radisson Hotel Group, the hotel company formerly known as
Carlson Rezidor Hotel Group, has launched a new premium brand and overhauled its
loyalty program.
Radisson said Monday that it will do away with the
struggling Quorvus Collection, a soft brand that launched in 2014 but produced just
three hotels, and replace it with the Radisson Collection in
June.
The company described Radisson Collection as a premium brand
with "luxurious amenities."
Radisson Collection will debut with 14 properties, most of
them conversions from the upper-upscale Radisson Blu brand. Of the 14, nine
will be conventionally branded such as the Radisson Collection Copenhagen and
Radisson Collection Edinburgh. The other six will be independently run Radisson
Collection-endorsed properties such as Emerald Grand & Spa Lagos, a Radisson
Collection Hotel.
The Club Carlson loyalty program has been replaced with Radisson
Rewards, and lowers thresholds to advance through the program's tiers. The
entry-level Club tier replaces Club Carlson Red. The new Silver tier will
require 40% fewer nights and stays than Club Carlson Silver, and the new Gold
level will require about 15% fewer nights and stays than Club Carlson Gold.
Radisson Rewards' top-level Platinum will require 20% fewer
nights and stays than Club Carlson's top-level Concierge tier.
Members can book direct through the program's new website,
www.radissonrewards.com.
Club Carlson placed eighth among the 10 programs in last
year's J.D. Power Hotel Loyalty Program Satisfaction Study, beating out only
Choice Hotels International's Choice Privileges and Wyndham Hotel Group's
Wyndham Rewards.
In all, Radisson Hotel Group now has eight brands: Radisson,
Radisson Collection, Radisson Blu, Radisson Red, Park Plaza, Park Inn by
Radisson, Country Inn & Suites by Radisson and Prizeotel.
The group has more than 1,100 hotels worldwide and another
300 in development, and it plans to rebrand or reposition more than 500 hotels
within the next five years.
Carlson Rezidor announced the name change to Radisson Hotel
Group earlier this month.