RADISSON SASHotels Worldwide has unveiled a $30m fresh brand identity and logo to reflect a greater emphasis on leisure sales.
The 400-strong chain has been renamed Radisson Hotels and Resorts Worldwide while the logo has been given a more contemporary look.
The new logo is already appearing on exterior signs and will be on all hotel marketing, stationary, supplies and operational materials. The style will also be adopted by European partners Radisson SAS Hotels and Radisson Edwardian Hotels and will be supported by a $15m worldwide advertising campaign.
Radisson Worldwide president Jay Witzel announced the changes at the Radisson Portman Hotel in London. He said the revamp reflected the growth and change in focus of the hotel group towards the burgeoning leisure travel industry.
The group recently opened its 400th hotel, the Radisson Resort Buena Park in California at Knott’s Berry Farm. It now has operations in 53 countries and is set to open 55 properties this year.
The most recent expansions have been in Mauritius, South Africa, Oman, Turkey and Uruguay.
Europe and the Middle East are also focuses for growth with the opening of hotels in city centres, airports and resorts.
A new Radisson is due to open in Sydney, Australia in time for the 2000 Olympics and there are major expansion plans for India, Canada and the US.
Meanwhile, the chain has relaunched its Web site. Reservations from the site have increased by 200% since its launch in 1996.
TABLE: New look: celebrating the revamp from left are Kurt Ritter, president and chief executive officer Radisson SAS Hotels Worldwide; Jay Witzel, president and COO Radisson Hotels Worldwide; and David Batts; managing director Radisson Edwardian Hotels