Skift Take
Among the new guard of luxury hotel brands to state Gen Y as a primary target market, Quorvus Collection is positioning itself ahead of the curve in anticipation of a monied Millennial travel boom.
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Presently operating 1,345 hotels worldwide, the Carlson Rezidor Hotel Group is moving into the luxury sector with its new Quorvus Collection brand, beginning with three trendy hotels in the U.K. and Middle East.
Carlson Rezidor also operates Radisson, Radisson Blu, and the newly minted Radisson Red lifestyle brand launching in 2015, as well as a handful of select service chains.
Targeting the younger luxury traveler, the Quorvus Collection consists of The May Fair Hotel London, the G&V Royal Mile Hotel Edinburgh, and the Symphony Style Hotel Kuwait. All of them have a colorful designer aesthetic that sets the properties apart in their respective markets.
For example, the Royal Mile in Scotland's capital extends through the Old Town leading up to Edinburgh Castle, lined with a phalanx of tartan shops, old pubs and 17th century parliament buildings that inspired the visuals in Harry Potter. The G&V meanwhile is a bold shot of modern style in complete contrast to other luxury hotels like the iconic Balmoral and Waldorf Astoria nearby.
The Royal Mile and Symphony hotels were previously branded as Missoni Hotels, a recently dissolved partners
