Radisson, which already has Radisson Collection, decided to get more into the conversion game and yesterday launched a Radisson Individuals-brand.

Radisson Individuals hotels are independently minded that have decided to use Radisson’s distribution channels to drive bookings.

You can access Radisson here.

READ MORE: Radisson Rewards Rate & Bonus Points Offers

Here’s a video explaining the product:

Here’s the announcement from Radisson:

Radisson Hotel Group announces the launch of a new brand, Radisson Individuals. Radisson Individuals is a conversion brand that offers independent hotels and local, regional chains the opportunity to be part of the global Radisson Hotel Group platform, benefit from the Group’s international awareness and experience, with the freedom to maintain their own uniqueness and identity.

Radisson Individuals hotels are selected for their own characteristics and personalities, offering guests an opportunity to discover new locations around the world, while always delivering Radisson Hotel Group’s high standards of quality and “Yes I Can!” service hospitality, combined with the local flavors and personality of the member hotels.

Federico J. González, CEO, Radisson Hotel Group said: “The launch of Radisson Individuals marks another milestone in our ambitious five-year transformation plan to be recognized as one of the top three hotel brands in the world and the brand of choice for owners, guests, and talent. We created Radisson Individuals in response to the evolving demands of the modern market for both hotel owners and guests. Joining Radisson Individuals is an ideal first step for individual hotels with strong service scores who wish to remain independent or may be considering transitioning to one of our successful core brands, as well as a strong proposition for local, regional hotel brands seeking to explore additional distribution channels and/or co-branding options.”

Radisson Individuals represents an exceptional opportunity for hotels to enhance their visibility, nurture customer confidence, and access a wider audience through multiple distribution channels and a global sales structure. These hotels will benefit from the contracting power and economies of scale that come from a brand that is trusted by millions of guests across the globe as well integrated IT and revenue platforms, and comprehensive operational systems to deliver high GOP margins.

Hotels wishing to join Radisson Individuals will undertake a compliance assessment focusing on four key parameters, SGS health and safety compliance, Online Index evaluated through their GRI, compliance with Fire & Life Safety and ability to connect to the Group’s main operating systems. Hotel members of Radisson Individuals will receive training on the Group’s “Yes I Can!” Service philosophy and will have above 80% GRI score which will ensure high guest service quality standards and Every Moment Matters.

A number of hotels have already joined Radisson Individuals in the UK and Asia with additional properties in advanced discussions in Italy, Germany, Russia and beyond.

Elie Younes, Executive Vice President & Chief Development Officer, Radisson Hotel Group, said: “Radisson Individuals offer owners the necessary flexibility to shape their future and ensure their success by joining Radisson Hotel Group. It is a unique approach where each affiliated hotel measures success and standards based on the online scoring from guests. In simple terms, it is a brand for hotels with a proven record of happy guests.”

Conclusion

SPG had Luxury Collection for years and launched Tribute shortly before the hotel company was acquired by Marriott, which has Autograph Collection (now with three or four soft brands if you include Design Hotels).

Hilton has Curio and Tapestry Collections (can anyone tell the difference beyond the name), and Hyatt has Unbound.

Small Luxury Hotels, Design Hotels, Preferred Hotels, Mr. & Mrs. Smith, Leading Hotels of the World are a few of the soft brands of which some are partnered with or owned by the chains.

There are benefits for independent hotels to be part of a chain through a soft brand, but it definitely comes with a price. Many of these hotels tend to come and go, and you should pay more attention to what elite benefits are offered, if any, beyond points and elite qualifying nights.

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