Rezidor and the Italian fashion house Missoni have mutually agreed to terminate the worldwide Master Licence Agreement for the development and operation of the brand Hotel Missoni.
The brand’s two properties, Hotel Missoni Edinburgh and Hotel Missoni Kuwait, will be reflagged by June 30, 2014 but will remain in the operator’s portfolio.
Agreements for third-party owned projects under development in Oman, Qatar, Turkey, Brazil and Mauritius have been terminated by Rezidor or are under negotiation for a potential conversion to other Rezidor brands.
“This decision is in line with our long-term strategy and focus on our core brands Radisson Blu and Park Inn by Radisson,” said Rezidor president and CEO Wolfgang M. Neumann.
“It is equally aligned with the redefinition of Carlson Rezidor’s global brand portfolio,” added Neumann, referring to the launch of two new hotel brands.
Radisson Red, a “lifestyle select” brand has been designed and developed to “deliver today’s customer the experience of tomorrow”, while Quorvus Collection, will be a curated collection of luxury hotels.
“Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy,” said Carlson president and CEO Trudy Rautio.
“This is a distinct opportunity for Carlson Rezidor to introduce new experiences, as well as exciting and relevant services, that uniquely differentiate our brands. Quorvus Collection and Radisson Red are the first manifestations of that vision.”
The group did not disclose further details of the rebranding of the former Hotel Missoni hotels in Edinburgh and Kuwait, but a spokesperson said this would be announced soon.
Carlson Rezidor plans to operate more than 60 Radisson Red hotels and 20 hotels in the Quorvus Collection by 2020.
Its current brand portfolio includes Radisson Blu, Radisson, Park Plaza, Park Inn by Radisson, and Country Inns & Suites By CarlsonSM.
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With the introduction of Radisson Red, Carlson Rezidor seeks to create a new industry category, “Lifestyle Select,” an upscale, select service concept that boasts a forward-thinking focus on design and detail, the customer experience, personal interaction, personal choice and recognition of the increasingly important role that technology plays in facilitating the best of everyday life.
The Radisson Red focus on technology will include a mobile application that will not only allow guests to skip reception for check-in, but order a drink in the bar, food from the deli, flowers through an online concierge or a taxi for the airport; manage their own personal profile and preferences; and manage the environment within their Radisson Red room. The brand, with a contemporary purpose-driven design focus, will convey an eclectic, modernist aesthetic. From arriving in a gallery, to the bar and deli, to the guest connect spaces, to the guestrooms, everything will be designed from the customer’s perspective. Every touch point and interaction has been considered and addressed with an extraordinary list of unique features and options.
Radisson Red will launch simultaneously in 2015 in urban centers in the Americas, Europe, the Middle East, Africa and Asia Pacific.
Quorvus Collection is a new generation of expertly curated luxury, five-star hotels that offer a truly distinctive experience. Each is individual in style, design, heritage, history and architecture and will be reflective of its location and culture through the Quorvus ”Eidos” – an essential expression of each hotel’s individualism.
All Quorvus Collection hotels will offer a suite of hallmark services tailored to fit perfectly with our guests’ needs. Comprising six core lifestyle elements – Wellness, Replenishment, Style, Inspiration, Entertainment and Connectivity – each will be designed to fulfill the complete needs of guests.
Quorvus Collection has strong growth ambitions within the luxury segment and is expected to announce its first members in Q2 2014. Different by scale, architecture, ambiance and design, the future Quorvus portfolio will include historic landmark properties, contemporary residences, classic boutiques and urban retreats.
In the context of the group’s new brand architecture,