B LU F O R YO U AMERICAS

Transcription

1 B LU F O R YO U AMERICAS

2 H OT E L S D E S I G N E D T O S AY Y E S One of the world s leading hotel brands, Radisson Blu works in partnership with leading international designers to create iconic buildings with stylishly innovative interiors and an inviting, exciting ambiance. Radisson Blu has more than 380 highly individual properties in operation and under development around the globe. The brand s stunning flagship hotels are found in prime locations, including mega cities, airport gateways and exclusive leisure destinations throughout the world. 3

3 W O R L D W I D E WORLD CLASS TRAVEL & HOSPITALITY Radisson Blu is owned by the highly successful Carlson company, founded by the legendary Curt Carlson, who purchased the stylish and glamorous Radisson hotel in Minneapolis, Minnesota back in Still headquartered in Minneapolis, Carlson has grown over the years to become a truly worldwide, world class travel and hospitality giant. Through its select business sectors of hotels and travel, the modern Carlson brands include the Carlson Rezidor Hotel Group with its range of strategically positioned consumer brands Quorvus Collection, Radisson Blu,Radisson, Radisson Red, Park Plaza, Park Inn by Radisson and Country Inns & Suites By Carlson. The Carlson Rezidor Hotel Group is a visionary and ambitious global partnership between Carlson and the Brussels-based Rezidor Hotel Group one of the world s most dynamic, innovative and fast growing hotel companies. Carlson is Rezidor s major shareholder, and moving forward, both companies have formalized a strategy to go to market as one across brands, revenue generation and other areas of natural synergy. As a powerful joint force, Carlson Rezidor is one of the world s top ten hotel companies. In addition to its hotel business Carlson owns the world s biggest business travel company, Carlson Wagonlit Travel (CWT). With more than 1,370 hotels in operation and development in more than 110 countries and territories, and CWT locations in more than 150 countries, Carlson is amongst the most recognized and respected in the business. Our entrepreneurial spirit is deeply rooted in our long, successful history. Looking ahead, we are driven by our purpose, our values and our special Carlson credo, bequeathed to us by our founder, Curt Carlson: WHATEVER YOU DO, DO WITH INTEGRITY. WHEREVER YOU GO, GO AS A LEADER. WHOMEVER YOU SERVE, SERVE WITH CARING. WHENEVER YOU DREAM, DREAM WITH YOUR ALL. AND NEVER, EVER GIVE UP. 5

4 HOTELS More than 1,370 hotels in operation and under development in more than 110 countries and territories TRAVEL A renowned global leader specializing in business travel management in more than 150 countries and territories 6 7

5 THE BLU STORY Our spectacular Radisson Blu brand has a unique heritage, dating back more than 50 years to the world s first designer hotel, The Royal Copenhagen, in Denmark created in minute detail by iconic architect Arne Jacobsen to serve the needs of the new jet set for SAS Airlines. The Radisson SAS hotel brand was one of the world s first true co-branding ventures: owned by Carlson, it was operated by Rezidor in Europe, the Middle East and Africa under a Master Franchise Agreement. The super stylish and ambitious young brand swiftly won an enviable reputation for designing, building and operating contemporary landmark hotels that were truly reflective of modern guests' needs and at the speed of social change that continues to affect all of our lives. And when the formal ties with SAS came to a natural end, the graphic differentiator that signified Radisson in Europe, Middle East and Africa simply evolved to Blu, Radisson Blu. And so Radisson Blu global was born, a whole new book, rather than a new chapter: a global book full of opportunity and promise. With a story line that has seen Radisson Blu successfully launch in Asia Pacific and proudly return to the Americas, where the Radisson story first began. Our Radisson Blu flagship hotels in Chicago, Philadelphia, Mall of America and downtown Minneapolis have won huge critical acclaim. Now our global success story continues at an impressive rate, growing upon our existing footprint and aiming to expand into new markets and locations in all regions, particularly within Europe, Middle East and Africa in the Commonwealth Independent States and central Africa, within North and South America, and in parts of Asia Pacific. Radisson Blu's growth strategy includes the development of flagship properties in top global cities as well as adding upon our strong presence in airport gateways, and in leisure and resort destinations. Looking ahead, the future is truly bright... bright Blu! 8 9

6 ICONIC STYLISH SOPHISTICATED By industry definition, Radisson Blu is an upper upscale hotel brand although we prefer to talk to our guests using clear and simple language that characterizes our brand language that defines Radisson Blu as an individual, not as one of a group of the same. Radisson Blu is iconic, stylish and sophisticated with a certain attitude, a certain edge and a certain sense of humor; it provides a full range of first class hotel services, and then some. Individual hotels for individual markets, that deliver truly genuine and consistent hospitality, four or five stars in most people's minds, all wrapped as a highly relevant life and style experience. Whichever way we describe our dynamic, contemporary hotel brand, Radisson Blu still remains loyal to the vision of its forefathers, delivering a hospitality experience that matters, an experience that understands, an experience that cares, an experience that anticipates, an experience that is both culturally and socially relevant with an acute sense of place. All wrapped, of course, in a highly defined, minutely designed, cutely cost aware, detailed to the utmost degree, eco-aware, gorgeous design environment. And so the result is an open playing field, an open book, by any analogy a huge opportunity to continue to create beacons of Blu in a sea of brown, to continue to create success stories in Radisson Blu. 10

7 THE 360º WORLD OF RADISSON BLU Radisson Blu s all encompassing range of contemporary product and service concepts have been worked through in minute detail to deliver an end result that is both inspirational and functional. Stylish innovation sets the dynamic pace and face of the Radisson Blu brand, but our culture remains king and the people everything in terms of creating a holistic hospitality experience that wins the hearts and minds of the modern global traveler. Our unique Yes I Can! SM ethos is, quite simply, our reason for being at Radisson Blu. It is the foundation of our culture: the force that drives our brand. Enabling, empowering, enlightening and empirically successful, it influences every single thing we do and the way that we do it. RADISSON BLU DEFINING FEATURES INCLUDE: Belief in architecture and design Satellite receptions Gallery Room styles and Radisson Blu Collection Restaurant and bar concepts Club Lounges Experience Meetings Super Breakfast 3-Hour Express Laundry Unique Yes I Can! SM attitude 100% Satisfaction Guarantee Free Internet Belief in Responsible Business and our Blu Planet program Upbeat, proactive, anticipatory service is as vital as oxygen at Radisson Blu. So we can and we do confidently offer our special Radisson Blu 100% Satisfaction Guarantee. 12

8 BLUPRINT: A BREAK FROM HOTEL MONOTONE Radisson Blu is proud of our leading reputation for iconic, stylish and sophisticated design. And of our passion for evolution, ensuring Radisson Blu consistently sets the pace in an everchanging world and market. As the visionaries who created the world s first design hotel in 1960 Arne Jacobsen s legendary Royal Hotel, Copenhagen, now the Radisson Blu Royal Hotel we re rekindling our unique Scandinavian style heritage with the launch of our brilliant new BluPrint design scheme. BluPrint provides the design foundation for our guest rooms, social and public spaces. It allows for flexible interpretations to suit the needs of local markets while ensuring Radisson Blu always delivers an enhanced, distinctive and coherent brand experience that is vitally relevant and appealing to our core audience. And to new guests. BRINGING BENEFITS TO OWNERS Process efficiencies across interior design and refurbishments Highly competitive Improved guest experience, creating stronger returns Scalable solutions Involvement in the development process BRINGING BENEFITS TO GUESTS BluPrint ensures our guest rooms are beautifully styled and perfect for everyday life. They are places where guests genuinely want to spend time: stylish retreats for relaxation and rejuvenation. Somewhere to work smarter and reconnect, to feel at home, to thrive. Every object is a feature, every room is a uniquely curated collection of eras, styles and iconic names. Offering somewhere familiar and inviting, wherever the location a global tapestry of culture and color. Delighted guests create successful hotels. BluPrint creates a world apart from it all, one that is also instinctively your own

9 AWARD WINNING RESTAURANT CONCEPTS The knowledge of how to create, build and operate bars and restaurants is another inherent part of our Radisson Blu DNA. We offer a choice of restaurant concepts, specifically and expertly designed to ensure brand consistency, while delivering a total business solution with an option to suit every space, market location and budget. Brand enhancing, individually customized F&B alternatives can also operate successfully in specific Radisson Blu properties. Filini is a modern Italian bar and restaurant that impacts all the senses, offering an affordable and authentic Italian experience delivered with a stylish ambiance. FireLake is an authentic grill house blended with rustic style and timeless food and interiors influenced by the genuine and rich flavors of locally produced and selected fare. Verres en Vers is a modern interpretation of a traditional French brasserie, offering a relaxed and friendly atmosphere and a menu delivered with care and relevance. Sure Bar is welcoming and unpretentious with an Irish flair, featuring cocktails, a great selection of beers and carefully chosen wines, and hot and cold lounge menu items. Developed by Michelin- Star Chef, Yves Mattagne, Ochaya Asian Grill offers an interactive dining experience centered around the theater of the grill, the ceremony of tea and the hospitality of the far east

10 POWERFULLY DRIVING REVENUE We know our business: that s why we place such great emphasis on the systems that power the Radisson Blu brand s revenue generating and commercial capabilities. We invest continuously in excitingly relevant GDS, Hotel Direct, Brand Web, Social, Mobile, Voice and OTA. The Carlson Rezidor Hotel Group s revenue generation team now consists of hundreds of worldwide specialists in sales, revenue optimization, e-commerce, marketing, loyalty and communications. 19

11 REVENUE OPTIMIZATION TOOLS Radisson Blu has developed a comprehensive range of industry leading tools designed to drive and capture hotel level RevPAR (revenue per available room) and maximize individual property market share. These include: SNAP Stay Night Automated Pricing is a revenue maximizing tool that recommends rates based on price elastic demand forecasts, competitive rate conditions and market analysis across all cycles. ROPES Revenue Optimization Performance Enhancement Services is a customized, hotel level revenue management support program. DEMAND MARKETING A unique program that identifies specific need dates for individual hotels and fields offers to consumers on behalf of these hotels to drive occupancy against identified down periods. E-STANDBY A room upgrade program that provides functionality for post-booking confirmation upgrade opportunities to guests on a standby basis. It is a sophisticated, automated up-sell tool that helps our hotels not leave money on the table resulting in incremental revenue and enhanced guest experience. Win win. DISTRIBUTION AND CHANNEL MANAGEMENT CURTIS C One of the original and best hotel reservation systems. Carlson centrally influences 62% of Radisson Blu room revenue globally, a lift of 5% year-overyear. RCP Redirected Call Program is an additional fee for service function of our voice service, call centers, that allows hotels to redirect their reservations to our dedicated facility. 21

12 E-COMMERCE & E-DISTRIBUTION BRAND WEB Leveraging technology, Radisson Blu has invested substantially in a new and fully responsive brand web site. With a stylish and sophisticated design, the site's seamless user experience offers consistency across all devices including desktop, tablet and mobile, putting Radisson Blu ahead of the curve. And our powerful e-distribution approach secures a strong and growing online presence via Search Engine Optimization (SEO), Search Engine Marketing (SEM), Affiliate Marketing and Pay Per Click (PPC) networks. SOCIAL MEDIA Radisson Blu fully leverages Social Media to drive exposure, build awareness and embrace engagement, while agreements with online travel agents and other key e-commerce providers create a vigorously enhanced online presence, targeting a wider customer base to drive room nights. BLOG The new Radisson Blu blog is a source of inspirational and useful tips gathered from the local expertise and insight that surrounds our hotels. It features content about our destinations, local events, design, food and drink, meetings and events, and other engaging travel information. BRAND APP Our comprehensive brand app, One Touch, puts all Radisson Blu hotel services and local area information in the palm of our guest's hand. This custom-built app provides helpful services that range from ordering room service and requesting extra in-room items, to accessing hotel meeting & event information. Fitness enthusiasts can utilize the One Touch app to conveniently access maps of local #BluRoutes, walking and running routes around the hotel. And guests may further enjoy the local area by retrieving dining recommendations around the hotel, finding information about happenings, events and attractions, and ultimately enjoying the local area must do's! 22 12

13 MARKETING Radisson Blu s highly creative, aggressive and proactive marketing strategy helps to build worldwide brand awareness. Revenue and profits are driven by a full range of initiatives, including strategic and tactical advertising, online and offline targeted marketing campaigns, the web, direct marketing and well considered partnerships. GLOBAL SALES Radisson Blu s powerful sales force has more than 210 sales representatives, with reservation agents in 15 Global Sales Offices and four key Reservation Centers. Increased business is driven by our strong brand presence at national and global sales events and trade shows. Radisson Blu strives to foster ongoing relationships with global accounts to drive local business. LOOK TO BOOK For more than 20 years, Look To Book has led the way as the industry's premier global travel agent rewards program. This turnkey booking incentive is a powerful differentiator in the GDS (Global Distribution System) environment, helping Radisson Blu hotels stand out to travel agents. Look To Book members who book at our hotels via the Global Distribution System, or on our brand web sites, earn points for consumed room revenue, which can be redeemed for a wide selection of personal rewards including hotel stays, prepaid cards or airline miles. 25

14 CARLSON WAGONLIT TRAVEL PARTNERSHIP Carlson Wagonlit Travel (CWT) is a global leader specializing in managing business travel and meetings and events; and is present in more than 150 countries and territories. CWT had more than 62.3 million online and offline transactions in 2014 and has a diverse client portfolio of large corporations, small and mid-sized companies, government institutions and non-governmental organizations. CWT and Carlson Rezidor partner together to drive revenue into Carlson Rezidor hotels in the high ADR corporate travel segment. This partnership has been designed to positively impact your bottom line. 27

15 APPLAUD THE SUCCESS OF CLUB CARLSON Club Carlson SM is one of the world's most rewarding hotel loyalty programs, offering a proven way to encourage repeat business and drive more profit by rewarding guests with free Award Nights and exclusive benefits. Launched in 2011, Club Carlson now boasts more than 12 million global members. Membership has increased by over 1 million members, year over year, for the last three years. Latest studies show that members: Stay longer. Spend more than other guests. Are three times more loyal than nonmembers translating into more than double the revenue contribution of a non-member. Drive incremental revenue value worth millions of dollars to our hotels. Drive immediate revenue, producing high volume booking days. Help build brand awareness. Members can quickly earn valuable Gold Points on Eligible Stays at more than 1,000 Carlson Rezidor hotels in over 80 countries worldwide. Points can be redeemed for free Award Nights, airline miles, prepaid cards, in-hotel express awards and more. Not to mention, Club Carlson continues to add new partnerships that give members an ever-increasing number of ways to earn and redeem points. Club Carlson members can also earn Elite status the more they stay and enjoy exclusive Elite benefits, such as: complimentary room upgrades, early check-ins and late checkouts, Elite point bonuses and more. Learn more about Club Carlson by visiting clubcarlson.com Club Carlson A Faster Way to a Free Night Stay Club Carlson for Planners - Rewarding Event Planners Additional business and revenue is driven by our special, incentivizing Club Carlson for Planners, a unique hotel rewards program that offers valuable points to members when they book meetings and events at our hotels. Learn more about Club Carlson for Planners by visiting clubcarlson.com/planners. Club Carlson for Business - Rewarding Businesses An extra boost comes from Club Carlson for Business, which rewards small and medium sized companies when they and their associates stay at Carlson Rezidor hotels for work. Learn more about Club Carlson for Business by visiting clubcarlson.com/business

16 RESPONSIBLE BUSINESS The Carlson Rezidor Hotel Group is, and always has been, a passionately Responsible Business. We believe when we operate in a way that is respectful of human rights, socially equitable and environmentally sustainable, we can best meet our social and economic responsibilities. Our global strategy includes taking responsibility for diversity and inclusion, protecting the health and safety of our employees and guests; demonstrating social and ethical leadership in both our company and the community, while actively reducing our negative impact on the environment. We also support World Childhood Foundation as our corporate charity: Childhood is committed to helping the world s most vulnerable children and young women. WELCOME TO OUR COOL BLU PLANET Radisson Blu s Blu Planet initiative has a specific focus on conserving and protecting the earth s priceless water supply: Blu and water are natural partners. Radisson Blu hotels are generally careful about water use: much of the brand s portfolio has reduced water consumption by an average of 25% since More than 220 of our hotels now have eco-labels, committing them saving water and using fewer chemical products. And our guests are actively encouraged to help reduce water and harmful chemical consumption, building on our reputation for delivering truly holistic, innovative hospitality. Further reducing our carbon footprint and helping to protect the world s invaluable supply of water. 31

17 TURNING THE WORLD BLU The future of Radisson Blu is shining bright. We believe it is a brand, a product, and most importantly, a hotel, that is poised to move to the next stage of development, recognition and success. It has a heritage, the authenticity, the pedigree, the loyalty and the reputation. It is right for the time with the right tools, the right people and the right understanding to grow and take on the world. We are committed to expansion and working closely and creatively with local business partners to achieve that growth. 32

18 ICONIC AMBITIOUS STRATEGIC THE SKY S THE LIMIT Radisson Blu is confident that we can deliver the right solution in every location, offering unrivalled hospitality management capabilities and giving partners access to the best business building tools and practices from around the globe. A unique story, a unique brand, a unique business opportunity Radisson Blu: it s for you. 35

19 A CLEAR VISION FOR THE FUTURE To learn more about the expansion of Radisson Blu flagship properties in prime locations, contact us now. CONTACT Call +1 (800) , visit us online at radissonblu.com or us at 36

20 701 Carlson Parkway, Minnetonka, MN 55305, U.S.A. +1 (800) radissonblu.com This advertisement is not an offering. It is for informational purposes only. An offering can only be made by a prospectus filed first with the Department of Law of the State of New York. Such filing does not constitute approval by the Department of Law. Radisson Blu makes no representations or guarantees concerning the success or profitability of licensees or hotel locations. Minnesota Franchise Registration Number F Radisson Blu. All rights reserved.