In a recent Radisson stay (to complete the trifecta), there was a nice Carlson-Rezidor Hotel Group magazine regarding their "Ambition 2015" plan. It was an interesting read.
http://www.carlsonrezidorhotlinethea...ine_2012v1/#/2
To summarize, they want to become one of the top choices for a hotel brand by 2015. They've committed hundreds of millions of dollars to expand, renovate, train, market, etc. They are achieving their goals much sooner than anticipated (I think thanks to the club carlson bonus points promos).
Some points:
Promotions/advertising lead to 2 million new guests @ Radisson and 1 million new guests @ Country Inn.
Radisson is Europe's largest upscale brand (surpassing Hilton)
Expect to open 30 Radisson Blue hotels in 2012
Almost doubled marketing spend since 2009
Has the largest pipeline in the industry
New credit card launch by end of 2012 - Will offer earnings at a rate well above most other hotel brands.
Leverage social media - went from zero to 30 million impressions in 2011
Club Carson membership grew 60% in 2 years - 1.7 million new members in 2011.
I am 1 of the 1.7 million new members that joined Club Carlson last year during the 50,000 point promo. It certainly looks like that while we are benefiting from these promos, the ultimate winner is the Carlson-Redizor Hotel Group. The promos worked and they are gaining more customers, awareness, and in return, more revenues/profit. Well done.
I see more promos coming our way to achieve their Ambition 2015.