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As part of what it calls Ambition 2015, Carlson
Hotels aims to expand its portfolio by at least 50% by 2015 to
more than 1,500 hotels in operation. Ambition 2015 will focus on
four priority growth initiatives including:
- Expanding
Radisson as a powerful, globally consistent first-class brand
-
Accelerating the growth of Country Inns & Suites By Carlson in
four key markets: United States, Canada, India and Mexico
-
Growing Park Inn as a winning mid-scale brand across theaters in
key countries
- Continuing to grow in key
emerging markets, with greater emphasis on mid-scale.
Carlson’s ambition is to expand
Radisson as a powerful, globally consistent, first-class brand.
The positioning is being supported by a series of innovations
including new room concepts, new restaurant concepts and a series
of new service concepts focused on the guest experience. The
strategy for Radisson will entail an investment program of up to
US$ 1.5 billion in the North America alone, focused on
establishing flagship hotels in key U.S. cities and on upgrading
the existing portfolio. With 422 hotels in operation globally and
90 hotels currently in the pipeline, the brand is poised for
significant growth around the world. Carlson plans to grow the
portfolio to at least 600 hotels by 2015.
As part of this strategy, Carlson is launching
five new room concepts - And Relax, Naturally Cool, New York
Mansion, Ocean and Urban. The global strategy also includes two
new restaurant concepts. Filini - which will offer an upscale,
sophisticated Italian cuisine, while rbg is a bar-and-grill
concept in an inviting, contemporary setting.
The strategy also introduces a range of service
concepts covering the key touch points of the guest experience
including, for example, Business Class and three-hour laundry.
Business Class will offer customers the best available room,
breakfast, turn-down service, upgraded bathroom amenities, a daily
newspaper and other amenities depending on the market.
As part of this strategy, the Radisson brand
will be tiered across the upper upscale and upscale segments.
Radisson Blu will be applied to the upper upscale segment and
Radisson “Green” will be applied to the upscale segment. Both will
share the same brand essence - vibrant, contemporary and engaging
- the same style and many of the service concepts. The
differentiation will primarily be location based - key location in
a primary city versus a secondary market. It will typically be
reflected in the level of investment that goes into the property.
The strategy will include the implementation of
the brand’s new global standard operating procedures, a new
quality assurance program and intensive training programs. The
strategy will be supported by investments in marketing, sales and
distribution as part of the overall Carlson Ambition 2015 plan.
Country Inn & Suites currently operates
485 hotels throughout the world and has 80 properties currently
contracted under development. This homegrown brand
has just celebrated the forthcoming opening of its 500th hotel and
has plans to expand by an additional 250 hotels globally by
2015 primarily in the U.S., Canada, India and Mexico. Key programs that will roll
out in 2010 include personal care amenities, a new a breakfast
program and new employee uniforms.
Park Inn
is Carlson’s
mid-scale brand. It has 100 hotels in operation throughout the
world and 54 hotels in the contracted pipeline.
These strategies will be supported by investments in marketing,
sales, distribution and technology. As part of its Ambition 2015
strategy, Carlson Hotels expects to increase the contribution from
brand websites to 30% of revenue and to double the number
of members in its goldpointsplus loyalty program.
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