We aspire to be the number one hotel company to work for and to invest with. We aim to expand our portfolio by at least 50 percent by 2015 to more than 1,500 hotels in operation.
Our strategy utilizes four priority growth initiatives:
- Expand Radisson® as a powerful, globally consistent, first-class brand
- Accelerate the growth of Country Inns & Suites By CarlsonSM in key markets
- Grow Park Inn by Radisson as a winning midscale brand across theaters in key countries
- Continue the push in key emerging economies, with added emphasis on midscale
Our strategy is centered on five major themes:
- Establish a clear, compelling position for each brand
- Operationalize the brand promises
- Accelerate development
- Win the revenue battle
- Build a global team and organization
As part of this strategy, Carlson Hotels is establishing a clear, compelling positioning for each brand.
These brand strategies are being supported by investments in marketing, sales, distribution and technology. The “winning the revenue battle” theme of our Ambition 2015 strategy entails five major strategic initiatives:
- Doubling inter-theater sales through the establishment and work of global sales offices
- Increasing the contribution of our brand websites to 30 percent of sales
- Doubling the number of participants in our loyalty program
- Growing our market share with key intermediaries
- Increasing our RevPAR though revenue optimization
As one of the world’s leading brands, Radisson® is being positioned to deliver vibrant, contemporary and engaging hospitality characterized by the Yes I Can!SM service philosophy. Our ambition is to expand Radisson as a powerful, globally consistent, first-class brand. The positioning is being supported by a series of innovations introduced during our 2010 Global Business Conference, including new room concepts, new restaurant concepts and a series of new service concepts focused on the guest experience. The strategy for Radisson entails an investment program of up to USD 1.5 billion in North America alone, focused on establishing flagship hotels in key U.S. cities and on upgrading the existing portfolio. With 418 hotels in operation globally and 110 hotels currently in the pipeline, the brand is poised for significant growth around the world*. We plan to grow the portfolio domestically and globally to at least 600 hotels by 2015.
Country Inns & Suites By CarlsonSM, is a leading mid-market brand known for providing a caring, consistent and comfortable hospitality experience. The brand currently operates 486 hotels throughout the world and has 47 properties currently contracted and under development*. This homegrown brand will expand by an additional 250 hotels globally by 2015 primarily in the U.S., Canada, India and Mexico. Among the many distinctive product and service innovations offered by Country Inns & Suites By CarlsonSM, the Friends Hosting FriendsSM recognition program has generated tremendous employee engagement scores and high guest satisfaction.
Park Inn by Radisson is Carlson’s bright, bold and fresh midscale brand. Rated number one in 2009 for guest satisfaction in Europe by J.D. Powers and Associates, the brand is a key focus of growth across theaters in key markets. Its scalability and moderate costs make Park Inn by Radisson an ideal brand for conversions and new builds. It has 121 hotels in operation throughout the world and 61 hotels in the contracted pipeline*. The strategy intends to continue the growth in key emerging economies such as Brazil, Russia, India and China.
