Carlson Details Plans for Radisson Revamp, Country Inns Expansion

During the second day of Carlson Hotels’ Global Business Conference, taking place at the Gaylord Palms Hotels & Convention Center in Kissimmee, Fla., Carlson unveiled plans to expand its Radisson brand and make it a globally-consistent product.

A major component to the Radisson strategy will be an investment of up to $1.5 billion to establish flagship hotels in key U.S. cities and upgrading the existing portfolio in the States.

In a general session, Thorsten Kirschke, executive vice president and COO of the Americas for Carlson Hotels, said these flagship properties will be located in five “mega cities” across the U.S. and in fact, the first of the five is to be announced in about two weeks when contracts are formally signed. In the meantime, he said the hotel, a new-build development for which the exterior is complete, will debut in the summer of 2011.

The interior build-out is still taking place, but once it is complete it will feature 332 rooms, several thousand square feet of meeting space and Filini Restaurant and Lounge, an “almost 100 percent Italian restaurant” that is one of Radisson’s two new hotel dining concepts. While Filini will offer a contemporary dining experience with a strong focus on coffee and wine culture, RBG Grill, the other restaurant concept that will be featured in Radisson properties where Filini is not, will offer an all-day menu of gourmet burgers, shakes and smoothies.

Two of the five new room designs, Urban and Ocean, will roll out on May 1. These two designs were created specifically for Radisson hotels in the “upscale” category, which will be differentiated from Radisson properties in the “upper upscale” category –Radisson Blu” by the green underscore in the logo and on signage (Radisson Blu’s logo and signing is followed by a blue square).

However, all five room categories, including the three that will launch in the upper upscale category –And Relax, New York Mansion, and Naturally Cool—all share the common attributes of lighting as well as design, including iconic art attributes such as the Mies van der Rohe Barcelona chair found in the Urban rooms. However, certain elements of these new room designs are being sold to franchisees as well as owners of managed Radisson properties as “upgrades” – including the lighting and bedding packages and so the uniformity of the rooms will have some variances once the new designs are launched at all Radisson hotels.

Service standards for Radisson hotels are also changing as new amenities like free Internet access, three-hour express laundry, in-room entertainment standards, such as flat-screen TVs and HD content, standard late check-out and upgraded fitness centers have already rolled out. Still to come this year is the introduction of “Business Class” rooms, which in the Americas will offer guests an upgrade to accommodations with an iHome clock radio, a minimum of four outlets by the desk, in-room safe, a drink coupon and 1,000 Gold Points per night in addition to standard business class amenities such as a bathrobe and slippers, complimentary breakfast, turndown service and daily newspaper.

Another new Radisson service concepts being rolled out is “Grab ‘n Go” breakfast, a complimentary service of coffee, tea, bottled water, fruit and energy bars, available in the lobby from 5 a.m. until the hotel restaurant opens. Public spaces such as the lobby and restaurant will also feature background music known as “Music Moods,” from a standardized play-list created especially for Radisson.

The Radisson development program also is just one facet of Ambition 2015, Carlson Hotels’ five-year growth strategy. Country Inns & Suites is also accelerating growth, with plans for another 250 hotels on its key markets of the U.S., Canada, Mexico and India by 2015. Steve Mogck, executive vice president and chief operating officer for Country Inns & Suites, said the brand’s 500th hotel, soon to open in College Station, Texas. Plans are also in the works to upgrade the brand’s breakfast offerings and upgrade operating supplies such as bath products, which will soon feature the brand Pantene, and an enhanced staff recognition program. Additionally, both Radisson and Country Inns & Suites will be rolling out new staff uniforms.