Offering seven 4 and 5 star brands (Radisson, Radisson Collection, Radisson Blu, Radisson Red, Park Inn by Radisson, Park Plaza and Country Inn & Suites), the group differentiates itself above all by a well-defined brand architecture, easily readable by owners, suppliers and guests alike, confirms Valerie Schuermans, Vice President Business Development at Radisson Hotel Group: “There is no ambiguity or cannibalisation within our brands, which all present a distinct proposition, with a very clear DNA but allowing for a certain flexibility. We are already seeing this in France, where we have several Radisson Blu hotels in strong secondary and primary cities, which offer a similar experience to guests while having an individual design approach.”
Radisson Hotel Group currently operates 16 properties and 2,800 rooms in France, in addition to three programs under development totalling more than 500 rooms. And its ambitions for France will certainly not stop there. As part of a five-year strategic plan, the group commissioned last year Thomas Robet, its business development director for France based in Paris, to set up an ambitious development pipeline introducing new brands in the main cities, but also in certain secondary destinations. “Our growth ambitions are versatile, as our development can be adapted to leisure destinations, cities or airports, notably with Radisson, a new high-end brand launched in 2018, and Radisson Red, a funky lifestyle concept perfectly suited to city centres,” is developing Valerie Schuermans. “We also see strong potential for the Radisson Collection brand in France, both through the conversion of existing upscale hotels and through development, as we are doing with Unibail-Rodamco-Westfield in La Défense.”
For investors and owners in the French-speaking part of the country, Radisson Hotel Group promises an agile, flexible and creative approach to best meet market expectations, says Valérie Schuermans: “Our approach combining rental, management or franchise contracts demonstrates the flexibility expected by the market and necessary to achieve our growth objectives. We have also reviewed our value proposition for France to ensure that it supports our strong growth ambitions.”
The future Radisson Collection Hotel & Suites Paris La Défense, located in the Sisters Towers.
Radisson RED, a lifestyle concept perfectly adapted to inner citites.