The Rezidor Hotel Group has a distinctive strategy for each of our brands. Each brand has an explicit brand promise that meets clearly defined customer needs and profiles and is delivered by brand-specified committed professionals.
We develop the Radisson and Park Inn by Radisson brands in the EMEA area under the master franchise agreements with Carlson - a leading U.S. travel and hospitality company.
We also work in close co-operation with Missoni to develop Hotel Missoni branded properties, ensuring we capture the true essence and spirit of the Missoni style.
Under a long-term strategic alliance agreement with Regent Hotels and Resorts (RHR), wholly owned by Formosa International Hotels Corporation (FIHC), Rezidor jointly develops and operates new Regent hotels in Europe, the Middle East and Africa (EMEA), exclusively in Russia/CIS, Baltics, Middle East and Africa; and jointly with RHR in the Rest of Europe.
As a part our comprehensive and aggressive growth strategy to be forerunners, quickly building a critical mass in operations, we focus our business development on selected key growth areas. These include emerging markets, such as Russia and other CIS countries - as well as more mature markets, such as Southern Europe. Our presence in the Middle East dates back almost 30 years. And we are now rapidly becoming a key player in Africa too.
The Middle East & Africa
Rezidor’s presence in the Middle East goes back to 1980, when we opened our first hotel outside Scandinavia in Kuwait, embarking on a journey that would take us around the world. Over the past decade, the Middle East market has experienced considerable growth and is now recognised as one of the fastest growing tourism markets in the world.
Major cities in the Middle East offer great opportunities for Radisson Blu and Park Inn by Radisson growth. Radisson Blu is already one of the best-recognised brands in the region and awareness of Park Inn by Radisson is growing, thanks to openings in Abu Dhabi, Muscat and Al Khobar. It is also poised to benefit from the region’s acute lack of international-standard, midmarket hotels. By the end of 2010, we had more than 30 hotels, with 8,000 rooms, in operation and under development.
The Middle East’s vibrant hotel markets and appetite for contemporary, luxury properties make it an ideal region for growing our Hotel Missoni brand. The opening of our stunning flagship Hotel Missoni Kuwait in 2011 will be a catalyst for further development across the region.
Recognising Africa’s growing potential and the severe shortage of quality hotels in many countries, we have intensified our focus on Africa and Indian Ocean Islands. We are expanding aggressively across the continent: in less than three years, our African portfolio has grown from 8 hotels in 5 countries - to more than 35 hotels, with 8,000 rooms, in operation and under development in 14 countries. Building on our unparalleled success in Europe and the Middle East, we are taking our development plans in Africa to a new height, with a focus on both business and leisure destinations.
In addition, Rezidor is a founding partner of AfriNord, a MEUR 35 Joint Venture with four Nordic government funds, providing mezzanine financing or secured loans for selected projects in Africa. This partnership is an asset to our growth strategy because it greatly assists our owners in realising their hotel projects.
Eastern Europe is now home to some of the world’s most exciting and untapped hospitality markets, with scope for development in all segments and opportunities to reap very strong investment returns. Radisson was among the first international hotel brands to venture into both Russia and Ukraine. And Park Inn by Radisson is already established as the leading mid-market brand in Russia and the CIS, with more than 5,500 guestrooms open across the region.
In total, our two core brands have more than 90 hotels, with more than 20,000 guestrooms in operation or under development, putting Rezidor at the top of the charts in the Eastern European hotel market. As the only international hotel group to have invested in a full development, technical and operational support office in the region, located in Moscow, Rezidor is securing our pole position in Russia and other CIS countries.
Our leading position was further solidified by the opening of the 544-room Radisson Royal Hotel, Moscow. This landmark, historical property, located within one of the famous “Seven Sisters” skyscrapers in Moscow’s city centre, was one of the most notable hotel openings of 2010.
We are targeting more than 60 cities in the region with limited, or no, branded supply. And we welcome partnerships with owners, developers and investors to construct - or to convert - properties to our international standards in these cities.
In the rest of Eastern Europe, Rezidor has established its brands in key locations, such as Prague, Budapest, Bucharest, Bratislava, Sofia, Warsaw, Krakow and Dubrovnik.
Radisson is one of the most highly recognised brands present throughout the region. We aim to sustain this position, while growing and increasing brand awareness of our other brands, particularly Park Inn by Radisson. We have already successfully contracted Park Inn by Radisson hotels in Poland, the Czech Republic, Slovakia and Hungary.
Our strategy remains to balance our portfolio with hotels in city centres, resorts and airport locations, generated through new constructions or the conversion of existing hotels.
We take pride in being an international company with Scandinavian roots. The Nordic region is our homeland. It is where we began our incredible journey back in 1960, with the opening of our first hotel: the Radisson Blu Royal Hotel in Copenhagen was hailed as the world’s first designer hotel and showcased much of the legendary Arne Jacobsen's greatest work.
Many of our Scandinavian hotels are centrally located landmarks and have won numerous individual awards over the past 50 years. We have been recognised as the Number 1 Hotel Chain in the Nordic countries (BDRC) for several consecutive years. Radisson Blu is the strongest brand in the Nordic hotel market, while our fresh and energetic Park Inn by Radisson brand continues to gain recognition. Leading brands and a strong regional network of sales professionals make us a well-recognised business partner within the meetings market, corporate travel and leisure sectors.
We aim to maintain our position as the leading first-class brand with Radisson Blu - while growing our mid-market brand, Park Inn by Radisson. The hotel market is mature in the Nordic region and Radisson Blu enjoys the leading position, with unrivalled brand awareness and a substantial RevPAR premium. We have opened prominent, purpose-built Park Inn by Radisson hotels in Oslo city centre, Oslo Airport and in Stockholm, further strengthening regional brand awareness.
We will continue to improve the quality of our existing hotels, as well as fuelling the growth of our brands in key locations. Both Rezidor core brands are set to grow through new projects and conversions, focusing on primary cities, resorts and airports.
In 2011, Rezidor was named as the Best National and International Hotel Chain by Norway’s Travel News Magazine’s Grand Travel Awards and by Sweden’s Business Travel Awards.
Rest of Western Europe
The French market, which accounts for more than 20 hotels in top locations - such as Paris, Nice and Marseilles - has experienced progressive growth in the last few years. The prestigious Ambassador Hotel in Paris was re-branded Radisson Blu in 2008 and the luxurious Radisson Blu Metropolitan Hotel, Paris Eiffel opened in 2009, adding to a total of nine hotels in operation, or under development, in Paris alone.
Rezidor has a strong development strategy for Southern European countries - such as Spain, Portugal, Italy and Greece - specifically targeting capital and primary cities, as well as resorts. We now have properties in operation, or under development, in Rome, Milan, Madrid, Malta, Portimao and Lisbon.
Rezidor has a long history of successfully opening and operating hotels across the UK and Ireland. We now have 26 Radisson Blu hotels, located in most key markets - including London, Dublin, Birmingham, Manchester Edinburgh and several major airports. A further 27 properties now fly the colourful Park Inn by Radisson flag across the region. This rapid growth demonstrates the clear demand for an innovative product, offering an alternative to the standard mid-market hotel.
Thanks partly to our strong relationships with key franchise owners, Germany has emerged as a home market for Park Inn by Radisson, with 25 properties in operation. Our flagship Park Inn by Radisson - the 39-storey Park Inn Berlin-Alexanderplatz - soars above the skyline of the German capital. We also operate 24 Radisson Blu hotels, including stunning new breed properties in Berlin, Frankfurt, Cologne, Hamburg and Düsseldorf.
Rezidor has also successfully established a presence in Belgium, the Netherlands, Luxembourg, Switzerland and Austria, with further expansion planned in major urban centres, resort destinations and regional airports.