MINNEAPOLIS? Radisson Hotels Worldwide is developing a new sub-brand that will designate upscale resort properties that offer service and amenities beyond the chain?s norm. The working name for the concept, Radisson Grand, isalso the proposed name for a resort development in Aruba, which would likely be the first of these properties. Brian Stage, president of Radisson Hotels, said the chain wants to convey to the consumer that Radisson offers a full resort experience, including amenties you might not find at full service hotels such as golf, spa services and beaches. ?Having great first class resorts is a good way to create a halo for the brand,? said Stage. Focus On Consistency Radisson has been focused on a positioning strategy over the last few years aimed at clearly placing the brand in the four-star segment. In particular, it has been refining its consistency and quality levels. The addition of first class resorts with the Radisson name would certainly help give the chain a more upscale perception, sources said. ?They needed to do something and this is a good internal solution,? said Mark Mutkoski, managing director at BT.Alex Brown. The business strategy for the new concept will be to add new resorts in key destinations in California, Arizona, Florida, Hawaii and the Caribbean, said Stage. A select few upscale properties already in the system may get the designation as well. ?We believe there are multiple benefits to having a presence of really high-class resorts and hope to capitalize on them,? said Stage. ?Frankly, one of the biggest decisions we are wrestling with is ?What do we call it?? Grand is the working title because it is generic and somewhat descriptive. But we?re still looking at different names.? The Aruba project is scheduled to open in September following the completion of a $50 million renovation that will position the property as a high-end incentive resort. Another new-build resort development is also in the works that would fit the Radisson Grand bill, according to Stage. He would not disclose the location. Radisson is a full-service hotel brand owned by Carlson Hospitality Worldwide. The chain has more than 385 hotels, representing nearly 92,000 guestrooms in 50 countries.
