Carlson Rezidor launches two lifestyle hotel brands

US: Carlson Rezidor Hotel Group (CRHG) has announced the launch of two new global hotel brands, Radisson Red and Quorvus Collection.

Radisson red is described as a “lifestyle select” brand, and Quorvus Collection as “a curated collection of contemporary luxury hotels that celebrate the local culture”. CRHG aims to have more than 60 Radisson Red hotels and 20 hotels in the Quorvus Collection by 2020.

The company has US$50 million in equity to start developing the first five Radisson Red hotels in the US, with another US$15 million for brand development. The first five could be fully owned and operated, joint ventures or sliver equity with management. The first two are expected to be open by the end of 2015. The first Reds to open globally could be conversions of Radisson Blu properties in EMEA.

The brand will have a focus on technology, with “a contemporary purpose-driven design focus, will convey an eclectic, modernist aesthetic”.

The Quorvus Collection hotels will offer “a suite of hallmark services and will comprise six core lifestyle elements – wellness, replenishment, style, inspiration, entertainment and connectivity”.

“We are trying to do two key things with Quorvus,” said Carlson‘s executive vice president and chief branding officer Gordon Mackinnon. “The first is deliver modern luxury, which is very different from traditional. It has nothing to do with the physical aspects of the hotel; it’s all about services and how they are provided. The second big element is about how we localise modern luxury, from the food to how we help them develop local programming.”

Carlson president and CEO Trudy Rautio said: “Radisson Red and Quorvus Collection are inspired by Vision 20/20, an evolution of our Ambition 2015 growth strategy. Vision 20/20 aspires to elevate the guest experience with innovations in technology, guest service and beyond.  These two brand concepts will illustrate that perfectly.”

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