lather, rinse, rebrand
Posted by Barry Silverstein on March 4, 2010 12:15 PM
With consumer and business travel down, most hotel chains have been ducking for cover. But Carlson Hotels Worldwide, owner of the Radisson hotel brand, is doing the opposite: The company is investing US$ 1.5 billion to upgrade the brand in the US so it's more in keeping with Radisson's global image.
It's an interesting dilemma for Carlson's president and chief executive Hubert Joly. He says Radisson has enjoyed success outside the US because it has properties in many world-class cities that are "stunning." In the United States, however, Radisson Hotels are not regarded as luxury hotels; on the contrary, they compete with mid-range chains, such as Holiday Inns, which recently announced its own program to "contemporize" its properties.Continue reading...