Carlsons Ambition 2015

Travel News Asia Latest Travel News Podcasts Videos Thursday, 4 March 2010

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.

 Carlsons 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 brands 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 Carlsons 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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