Radisson to expand Australasian footprint
Mid-scale brands to spearhead portfolio growth
Targeting capital cities and popular regional destinations across Australia and New Zealand, Radisson Hotel Group has today announced significant expansion plans for Australasia, with a newly expanded brand portfolio, strategic partnerships and diverse business models.
Intended to enable the group to achieve exponential growth across the region by 2025, the expansion the expansion will be driven through a combination of growth models such as strategic alliances and master license agreements with its partners.
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Radisson will also seek opportunities to make tactical mergers and acquisitions, and will offer owners attractive, cost-effective options for property conversions.
All of these initiatives will be powered by the new Business Unit in Sydney, already operational and providing dedicated local development and operational support for owners and investors, enabling them to customise their strategy.
The plans are seen as timely for an Australasian market starting to see growing demand for hotels and resorts as it recovers post-pandemic and ahead of the 2032 Olympics.
Recent research carried out by the group shows investors are eager to deploy capital into hotel assets in Australia and New Zealand, with their focus being very much on a ‘flight-to-quality’ strategy, with notable returns being realised through both conversions and mid-market property.
To cater to this, Radisson is doubling down on its mid-scale brands in the market with Radisson Individuals, Country Inn & Suites by Radisson and Radisson RED spearheading the growth of its portfolio in Australasia.
With a comprehensive collection of brands ranging from midscale to luxury, Radisson Hotel Group will now be in position to customise its Australasian development strategy to meet the specific needs of owners and investors in every market segment and location.
Launched in 2020 Radisson Individuals is the upscale affiliation brand which was that celebrates the unique personality of each property and the characteristics of their destination.
Perfectly suited to conversions from independent hotels and small chains, this soft brand offers owners the freedom to retain their identity while also benefiting from Radisson Hotel Group’s expert support and global network.
Country Inn & Suites by Radisson lobby render
Country Inn & Suites by Radisson
Plans are underway to introduce Country Inn & Suites by Radisson, the midscale brand which fosters a sense of community by bringing people together in shared spaces to create a sense of home. Perfectly suited for the Australasia market, Country Inn & Suites by Radisson is a highly recognizable and relatable brand that is designed to make every traveller feel welcome, while also offering owners a flexible prototype for new builds and conversions in urban and suburban markets.
Lifestyle brand Radisson RED offers a twist on the conventional in the form of vibrant and stylish hotels in buzzing locations which appeal to millennial travellers. From a social scene to its bold design, guests have endless opportunities to effortlessly switch between business and pleasure.
Owners and developers in Australasia will have access to an expanded collection of brands in select markets across Asia Pacific.
The Group has secured rights to develop and operate 7 Days, a premium economy brand and Metropolo, through individual master license agreements with its affiliates. Targeting the upscale and mid-scale segments in the market, the Group has also secured rights to develop and operate the Golden Tulip, Kyriad and Campanile brands, from Louvre Hotels Group.
Radisson Hotel Group Chief Development Officer, Asia Pacific Ramzy Fenianos the company’s ambitious plans in Australia and New Zealand are a testament to its success in the market and the relevance of its products to both inbound and domestic travellers seeking a diverse range of hotel and resort experiences.
“Our defined brand architecture is designed to be relevant for our guests and owners, delivering on meaningful experiences,” he said. With visa applications for Australia already being at 80 percent of pre-pandemic models as of May this year, we’re optimistic that the market will see continued rapid recovery, and a surge in demand from inbound tourists as we approach the summer season.”
Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience.
Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.
