Radisson Hotel Group (RHG) has unveiled plans to expand its Australasian portfolio with a range of strategic partnerships and diverse business models to enable exponential growth across the region by 2025.
The expansion will target capital cities and popular regional destinations across Australia and New Zealand, such as Sydney, Melbourne, and Brisbane, and will be driven through a combination of growth models such as strategic alliances and master license agreements with its partners. The group will also seek opportunities to make tactical mergers and acquisitions, and will offer owners attractive, cost-effective options for property conversions.
According to RHG, recent research has shown that 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, RHG is doubling down on its mid-scale brands in the market – with Radisson Individuals, Country Inn & Suites by Radisson and Radisson RED set to spearhead the growth of its portfolio in Australasia.
Radisson Individuals, which was launched in 2020, 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.
Plans are also underway to introduce Country Inn & Suites by Radisson to the Australasian market – a highly recognisable and relatable brand that is designed to make every traveler feel welcome, while also offering owners a flexible prototype for new builds and conversions in urban and suburban markets.
The group has also 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 secured rights to develop and operate the Golden Tulip, Kyriad and Campanile brands, from Louvre Hotels Group.
On Radisson Hotel Group’s plans for the Australasia market, Ramzy Fenianos, chief development Officer, Asia Pacific, commented, “Our ambitious plans in Australia and New Zealand are a testament to our success in the market and the relevance of our products to both inbound and domestic travelers 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.
“With visa applications for Australia already being at 80 per cent of pre-pandemic levels 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.”
