Radisson CEO Unveils Europe Strategy, Knocks Rivals With Cookie-Cutter Hotels
Photo Credit: Radisson Hotel Group wants to sign a total of 330 new properties this year. Radisson Hotel Group
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Federico Gonzalez argues lifestyle hotels aren’t just for the well-heeled, and rivals are “punishing” guests with poor design. But it may be a challenge to roll out so many properties and keep them feeling unique.
The CEO of Radisson Hotel Group is pursuing lifestyle hotel signings to fuel expansion in Europe, the Middle East and Africa as he lays claim to his group being one of the originators in the category.
The Brussels-headquartered company extended its strategic partnership with hospitality real estate and management company PPHE Hotel Group this week, which will now help it develop more high-end art’otels.
Several are earmarked to open in the coming years, including two in London, in the redeveloped Battersea Power Station and another $300 million building in the capital’s trendy Hoxton district.
PPHE has been a “master franchisee” of Radisson’s upper upscale Park Plaza brand for 20 years, but now the pair plan to capitalize on the growing demand for lifestyle hotels.
Radisson will also expand its two-star lifestyle brand, prizeotel, targeting 45 new signings in the next five years. Overall, the group, which has 100,000 employees, wants to sign 330 hotels this year.
Radisson chief Federico Gonzalez is c
