RADISSON BLU EDWARDIAN, LONDON DISCUSSES REBRANDING

Thursday, 26 July 2012

RADISSON BLU EDWARDIAN, LONDON DISCUSSES REBRANDING

A modern, atypically-London vibe is at the centre of the re-branding, representatives tell TRAVELHotNews.com

Zachary-Cy Vanasse

Elisa Fershtadt, senior vice president, public relation, MMGY Global & Linda Plant, director of marketing, Radisson Blu Edwardian, London

Elisa Fershtadt, senior vice president, public relations, MMGY Global & Linda Plant, director of marketing, Radisson Blu Edwardian, London

The former hotel brand Radisson Edwardian, has joined with Carlson Rezidor Hotel Group and rebranded to Radisson Blu Edwardian, London (RBE). The rebranding, combined with the attention London is currently garnering with the Olympics, prompted Linda Plant, director of marketing, RBE, to visit North America and spread the word about the “London vibe” inspired properties.

While Plant was in Toronto, she, along with Elisa Fershtadt, senior vice president, public relations, MMGY Global, sat down with TRAVELHotNews.com to discuss the recent changes, and what the properties offer Canadian travel agents and their clients.

“We used to be Radisson Edwardian until May of this year, when we officially announced that we were transitioning to Radisson Blu Edwardian," Plant said. "The reason for [the transition] is that – while Blu isn’t as well known in North America, where the Radisson is the more recognized brand – in Europe, the Middle East and African, Radisson Blu is seen as almost an elevated offering. It’s actually the fastest growing brand in the EMEA (Europe, the Middle East and Africa) region.”

Radisson Blu Edwardian Guildford Hotel

Despite the re-branding, the hotels will remain independent without any change in ownership. The new combined name will see the creation of Radisson Blu Edwardian, London as a standalone brand - Edwardian London being the key point of difference to the other Radisson Blu offerings.

“We’ve agreed to do this transition into Blu because we felt, certainly in Europe, that there is a very good perception of the brand,” said Plant. “The Radisson contribution has been, basically, the brains of the machinery when it comes to the distribution, and the marketing programs and so on. The Edwardian part is the heart and soul of what you get when you go to our hotels in London.”

Hotels with a London feel

What defines the “heart and soul” of the 14 RBE properties is, according to Plant, their intrinsic “London-ness.”

“They all have a London twist. Our interiors are very much influenced by the fashion, design and culture of everything that happens in [this city],” Plant explained.

She added that the employees working at each RBE property also help to reflect the inherent London vibe.

Radisson Blu Edwardian Mercer Street Hotel

“London is probably the most international cities in the world and our staff reflects that. We’ve got something like 30 or 35 different nationalities working for us; from all walks of life... We encourage the staff to offer a genuine standard of service, not just process driven," she said. "As a group, we don’t take ourselves too seriously, but we take our customers very seriously. It’s a little bit like Virgin in terms of personality.”

Plant recommends RBE to travel agents whose clients are interested in experiencing the authentic life and culture of London.

“Because we’ve got 11 hotels in central London, we are covered as far as [the city] is concerned," PLant said. "We’re covered in every single area; from Oxford Street to Bloomsbury, to Leicester Square, to Mayfair, to South Kensington and Covent Garden. We’ve got something everywhere, always within walking distance from the museums and the shops, and that makes it easier [for guests].”

Plant described the atypical RBE guest as “younger at heart.” While the age of guests varies from those in their late-20s to those in their 60s, Plant said the hotels are ideal for guests that are interested in the vibrant city life that London and the RBE properties offer. Though RBE hotels are all either four or five-star, exorbitant formality is not the order of the day onsite, nor is an immoderate amount of hipness or trendiness, she explained.

“On the outside of a lot of these hotels you see the facades that look very ‘London,’ and then you walk in and it has an international, upscale luxurious feel and you know it is topnotch. And that’s the combination you get with these hotels,” said Fershtadt.

“You feel at the heart of something that is happening,” added Plant.

Radisson Blu Edwardian, London Packages

Radisson Blu Edwardian Berkshire Hotel

“It’s a very creative brand, so whatever your interest is, there’s a package to match it,” said Fershtadt of the commissionable RBE packages.

Packages vary from spa offerings to theatre, shopping, afternoon tea, supper clubs, flower shows, museums and more. Approximately 20 are made available for sale throughout the course of the year.

“If you can think of a topic, you can probably find a package for it,” said Fershtadt.

“We try to, [as with] the hotels, always make sure that what’s available is very relevant,” added Plant.

For more information on Radisson Blu Edwardian, London properties, visit radissonblu-edwardian.com.

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