Radisson Hotels Revamps Logo, Will Emphasize Leisure Segment

NEW YORK? Seeking to solidify its place as a contemporary global lodging player, Radisson Hotels Worldwide has overhauled its corporate image, pushing its long-standing logo, market approach and name into hotel history. In their place is Radisson Hotels & Resorts Worldwide, positioned as an upbeat, service-driven brand with a new signature logo and an emphasis on the leisure segment. ?Radisson is a company that has strived to establish a true global presence. The new look is a celebration of that achievement,? said Jay Witzel, brand president/COO. The brand, which opened a record 55 properties last year, is currently in 53 countries and expects to expand by 55 hotels again this year. In fact, the opening of its 400th hotel? the 321-room Radisson Resort Buena Park atKnott?s Berry Farm in California? was the U.S. launch site for the company?s new logo signage. The signage is a distinct departure from its predecessor. Gone are the logo?s block letters. In their place is an ersatz signature, reminiscent of Matisse, underscored by a bright green swash. It?s a deliberate move, according to Witzel. ?Like an artist creating a masterpiece with thousands of different brush strokes, Radisson has been at work during the past several years refining the brand, growing ambitiously around the world and creating a new organization designed to excel in the 21st century travel industry. The signature of this creation is our new logo and identity for the company… we are ?signing? this creation as the new symbol of Radisson ?genuine hospitality? around the world.? Along with its new look, Radisson also is taking a concentrated look at the leisure segment, as its new name indicates. ?Leisure travel is one of the fastest growing segments of today?s travel industry and Radisson is committed to intensifying its growth in this burgeoning segment,? said Witzel, who noted the company would add to its existing operations in key leisure destinations. Last December, it opened the $100 million, 359-room Radisson Aruba Caribbean Resort, the first non-U.S. property with the revamped signage. Building on the leisure base, Witzel said the brand is creating a signature spa concept in Aruba, ?which we then hope to take out to all other resort properties and even to some urban properties where the pace of life might be hectic and we think a spa might work.? The executive noted that even as it pursued opportunities in the leisure markets, the company?s strong commitment to the business segment would remain. ?We have not moved away from that. For most of our hotels, on a global basis, the business traveler is always going to be our core customer. So, we?re not moving away from that at all. We?re just reflecting that as we make some strategic investments around the world, to make them with partners such that we build a portfolio of resorts for people to go and relax. ?We still consider ourselves an upscale hotel company. We?ve defined our major competition in the real world market place as Crowne Plaza, Doubletree, Wyndham, the typical Hiltons and Sheratons. Ninety percent of our portfolio falls in the three-diamond category and we?re comfortable there,? said Witzel. The company plans to pursue acquisitions and company-managed projects in domestic markets such as Dallas, Chicago, Boston, Atlanta, San Francisco and New York City, where it is in the process of converting the 700-room former Hotel Lexington in midtown to the Radisson Hotel New York-East Side. Radisson also has brought in several enhancements to bolster the brand. It has introduced a customer-service program dubbed ?Genuine Hospitality,? which, said Witzel, ?is a process of refocusing by everyone in our company on the guest, on personalized service and on the guarantees.? The brand recently completed the global roll-out of its 100% Guest Satisfaction Guarantee, geared toward building guest loyalty, and the company expects to bring its Gold Rewards frequent-guest program, which offers points or m