After several attempts over the past decade to launch a luxury brand, which included Missoni Hotels and Quorvus, in 2018 Radisson Hotel Group launched yet another luxury brand Radisson Collection, which is predominantly made up of existing Radisson Blu properties however not necessarily ones which are necessarily more upscale.
Practically overnight several Radisson Blu branded hotels, however all having as common denominator the urgent need of renovations, such as Symphony Style Kuwait, Radisson Collection Ukraina Moscow, Palazzo Montemartini Rome, Hormuz Grand Muscat, Nofa Resort Riyadh found themselves upgraded to a ‘luxury’ status.
Royal Copenhagen, The Strand Stockholm, Radisson Collection Warsaw and the Radisson Collection Old Mill Belgrade are the only three properties of a total of 13 hotels which boast a genuinely luxury standard with the each property having been completely renovated or newly built – as it is the case of the Belgrade property.
The four properties are coherent in instilling a home-away-from-home feel, thus attracting both leisure and corporate guests. Particular attention seems to have been paid to the bedding and the integration of wooden elements which convey warmth.
Of the 13 hotels, only 2 are part of the top 10 luxury hotels on Tripadvisor in the respective cities, which may be regarded as yet another challenge once hotels, probably the re-branding of the hotels which have not been renovated proving to be rather confusing.
The inventory of accommodations is also very inconsistent, from a general average of 200-250 rooms to 400 rooms (The Mayfair, London) and 497 rooms (Radisson Collection Ukraina Moscow) – being known that above 250 rooms, providing a personalised luxury service is virtually impossible. Also inconsistent is the minimum average room size which goes as low as 19 sqm, while less than six hotels boast suites over 40 sqm.
Even under the UK joint venture Radisson Edwardian, The Mayfair London was never ranked or promoted as luxury but that has changed since last week when suddenly the hotel joined the ranks of the Radisson Collection luxury brand. Most probably the two Radisson Edwardian luxury properties will also fast join the new Radisson Collection.
It is obvious that with this new ‘flexible’ luxury offering, Radisson Hotel Group is targeting owners and developers who would not need to invest twice as much for a Four Seasons Hotels or St Regis Hotels branded hotel. Also, in certain markets, while some Radisson Blu properties are mostly 4 star ranked, Radisson Collection guarantees a ‘luxury’ upgraded ranking, thus allowing those properties to overnight increase their rates without any investments.
Also, simply browsing through the websites of the 13 hotels there is an evident lack of a common aesthetic especially considereed as being part of a distinct collection. Given the sleek modern blend with contemporary applied for the renovation of the properties in Copenhagen and Stockholm, we can hopefully assume this is the line that will be implemented in the future for the rest of the hotels.
All in all, it must be that, given the size and expertise of the Radisson Hotel Group, it must command the capabilities to fast-forward train staff when a property transitions from an upscale offering to a luxury one.
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