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Radisson Blu, formerly Radisson SAS, is the brand name for Radisson Hotels outside the United States, including those in Europe, Africa, and Asia. These are operated by Belgian hotel firm Rezidor Hotel Group under a master franchise contract with Carlson.
Scandinavian Airlines System (SAS) was previously a major shareholder in Rezidor Hotel Group and licensed its brand for Radisson SAS hotels. Following the withdrawal of SAS from the partnership in 2009, the name changed from Radisson SAS to Radisson Blu.[1] The new brand is currently being introduced gradually across the portfolio.[2]
Radisson Blu operates 158 hotels, with 42 projects in development.[3]
History edit
In 1960, The Royal Copenhagen, opened in Denmark. Designed by the Arne Jacobsen for SAS International Hotels (SIH) - the hotel division of The Scandinavian airline group, SAS.
Radisson SAS was created in 1994 when SAS International Hotels (SIH) joined forces with the Radisson brand for Europe, the Middle East and Africa (EMEA) in a joint branding initiative.
In 2000, Radisson SAS passed the 100 hotel milestone.
In 2002, Rezidor introduced the SAS Hospitality brand, a new name to reflect a new direction and the development of a multi-brand portfolio with Rezidor SAS as the parent company and Radisson SAS as a key brand. By early 2006, the new brand has established its market position in the upper upscale, lifestyle segment with a focus on contemporary design. Radisson SAS operated more than 150 properties at this time in more than 40 countries throughout EMEA. By late 2006, Rezidor SAS, renamed The Rezidor Hotel Group, IPO's on the Stockholm Stock Exchange.
In 2008, The Rezidor Hotel Group had a total portfolio of over 360 hotels across five different, carefully segmented brands, operating in 55 countries.
When the name was changed in 2009, Gordon McKinnon, Rezidor’s Executive Vice President of Brands, explained that the name Blu emerged as the most natural choice from Rezidor’s intensively researched quest to find the right new visual differentiator to replace the familiar SAS ‘blue box’.[1]
“The name Blu started life as the project’s working title. But it soon became apparent that it was actually the most natural of choices. It’s simple, it’s short, it’s relevant and we’ve applied it in a way that adds a certain modernity to the identity without taking it too far,” he said.
“Most importantly it also promotes our specific brand heritage by preserving the graphic ‘blue box’ which has become the recognised symbol of the distinctive characteristics of the Radisson brand in Europe, the Middle East and Africa. Radisson Blu preserves the continuity of our unique brand, while taking it that one essential step forward to more accurately represent its true position and future ambitions.”
Expansion into United States edit
SAS previously did not exist within the borders of the United states. The first Radisson Blu in the United States opened in downtown Chicago in Aqua, a skyscraper, in November 2011. The second one is under construction in Bloomington, Minnesota and will be connected to the Mall of America.[4]
References edit
- ^ a b "Radisson SAS Hotels & Resorts to change their name to Radisson Blu". Rezidor. Retrieved 2009-02-22.
- ^ "Radisson Blu Hotels & Resorts". Rezidor. Retrieved 2009-02-22.
- ^ "Radisson SAS Hotels & Resorts - About us". Rezidor. Retrieved 2009-02-22.
- ^ "Radisson Blu to Open First Hotel in the U.S. in Chicago". Hotel Chatter. Retrieved 2011-06-29.