By Dana Niland
CJ Contributor

Carlson Rezidor Hotel Group has rebranded to Radisson Hotel Group, effective immediately, the company announced this week.

The new identity aims to leverage the international brand equity of the Radisson name to drive awareness in the marketplace, according to a company statement.

“Today is the start of an exciting era for the Radisson Hotel Group, united by our new brand and long-term vision to become a top three hospitality company in the world,” said Federico J. González, President & CEO, the Rezidor Hotel Group and Chairman of the Global Steering Committee, Radisson Hotel Group. “Our five-year operating plan includes initiatives that redefine our value proposition, optimize our portfolio, streamline operations, invest in new technology systems and align our team members to deliver on our signature, Every Moment Matters.”

The new market name, Radisson Hotel Group, is made up of eight hotel brands with more than 1,400 global hotels, including in the Caribbean region.

“The creation of the Radisson Hotel Group is an evolution of our long-term partnership with the Rezidor Hotel Group. Together, we are clarifying and executing a new brand architecture to create more value for our guests and owners,” said John M. Kidd, Chief Executive Officer & Chief Operating Officer, Radisson Hospitality, Inc. “It’s the right time for us to align our strategic and operating plans and go-to-market as one solid player.”