Carlson Rezidor Hotel Group will change its name on March 5, 2018, to Radisson Hotel Group and Club Carlson loyalty program is retired and Radisson Rewards launched.



The name change is due to the fact that the Carlson family has no longer nothing to do with the hotel group after selling it to the Chinese HNA Group back in 2016.



The Carlson brand is going away to try to take advantage of the core Radisson brand’s equity among consumers and developers, and because the founding family is no longer running the company having sold in late 2016 to China’s HNA Group.

That brand equity has been admittedly tarnished over the past 10 or more years and the new leadership group is taking bolder steps to reposition the organization.

It appears a bigger company initiative will focus on customer-facing marketing activities, including a newly defined digital strategy to increase direct on-line sales, a re-defined pricing strategy and a greater emphasis on yield management. Rezidor said the company will launch a new multi-brand site, mobile/ app across theaters.