Rezidor Hotel Group – one of the world’s fastest growing hotel companies – will showcase its new-look Radisson Blu brand and launch two new-to-the-region chains, Park Inn and Hotel Missoni, at this year’s Arabian Travel Market (ATM), which runs May 5-8th at Dubai International Exhibition and Convention Centre.
Despite the current economic climate and global financial downturn, 2009 is set to be Rezidor Hotel Group’s biggest year to date in terms of Middle East openings. Short and mid-term strategies focusing on an ambitious cost saving programme and maintaining growth through profitable pipelines, aligned with the Brussel-based company’s long-term strategy of focusing on new markets, have allowed Rezidor to continue its assertive regional growth pattern.
“The Middle East is one of the world’s most dynamic and vibrant hospitality markets and continues to remain a core focus for us going forward. Our commitment to this region is evidenced by the addition of new hotels throughout the Middle East, as well as the entry of both the Park Inn and Missoni brands over the next 12 months,” said Marko Hytonen, Area Vice President of Rezidor.
Following the recently announced rebrand of Radisson SAS hotels to Radisson Blu, ATM will provide Rezidor with the ideal backdrop to raise awareness of the new, cool, calm and collected hotel experience entity. Radisson Blu is a name with a creative twist and has been designed to represent everything one of the world’s fastest growing, most exciting, modern, contemporary and relevant hotel brands stands for.
Rezidor President and CEO, Kurt Ritter, said: “We’re extremely proud to hoist the Radisson Blu flag. After many, very successful years with SAS, we are eager to start sailing on our own. And we’ll fly the flag in an ever-growing number of destinations.”
In addition to the rebrand, ATM will feature the Middle East launches of Rezidor’s Park Inn and Hotel Missoni brands.
“Park Inn is our fastest growing brand – we only launched it in 2003 and today we have more than 120 properties, with over 22,000 rooms in operation and under development, across Europe, the Middle East and Africa”, said Ritter. “Park Inn fits perfectly with the emerging markets in Saudi Arabia and Oman; both countries echo the Park Inn hallmarks in that they are fresh, dynamic and innovative.”
Rezidor will further strengthen its brand portfolio later on this year when Hotel Missoni opens in Kuwait. Hotel Missoni stands for a new generation of lifestyle hotels – featuring the unique and iconic style of the Italian fashion dynasty, with fashion legend Rosita Missoni herself doing the interior design. It is not only the rooms that will show this style, but also the public areas, the spa, the bars (Missoni Bar) and restaurants (Missoni Cucina).
“The Middle East is an energetic, dynamic and modern market with the right clientele – guests who are not only looking for luxury, but also for lifestyle. It has been a unique experience for Rezidor to develop this brand together with Missoni which is a family-owned company with strong traditions and visions,” said Hytonen.