A new brand identity, a new global brand architecture and a new name to help associate member benefits with consumer facing brands
The newly rebranded Radisson Hotel Group™ introduces a refreshed loyalty program, Radisson Rewards™, replacing Club Carlson SM. Radisson Rewards will align with the hotel group’s new corporate identity and will make it easier for members to associate their benefits with all brands and initiatives. The updated program comes with some exciting enhancements including making status more accessible for members. All current members account numbers and point balances remain the same.
“Embedding the Radisson name into the heart of our program, will help us instantly boost the global brand awareness of our loyalty program. Radisson is a name that’s instantly recognizable, respected and stands for award-winning, innovative hospitality,” said Eric De Neef, Executive Vice President and Global Chief Commercial Officer, Radisson Hotel Group. “Our refreshed program will serve as a powerful driver of our commercial and brand awareness strategy, and build a stronger relationship with our members. The Radisson affiliation across the entire global brand portfolio and all markets, will ensure that our members worldwide can easily associate their rewards with the hotels where they earned their valuable points.”
With more than 1,100 hotels in operation worldwide, members of the Radisson Rewards program enjoy member only rates, access to exclusive benefits including room upgrades, early check-in/ late check-out, and points towards free nights across these Radisson Hotel Group hotels: Radisson Collection™, Radisson Blu®, Radisson®, Radisson RED®, Park Plaza®, Park Inn® by Radisson and Country Inn & Suites® by Radisson.
Radisson Rewards program includes new tier names for easy understanding of the tier structure and new thresholds for a faster and more accessible path to elite status.
|Club Carlson (Old)||Radisson Rewards (New)|
|Club Carlson Red||Radisson Rewards Club|
|Club Carlson Silver||Radisson Rewards Silver|
|Club Carlson Gold||Radisson Rewards Gold|
|Club Carlson Concierge||Radisson Rewards Platinum|
|Tier||Former Threshold||New Threshold||% fewer nights|
|Silver||15 Nights / 10 Stays||9 Nights / 6 Stays||40%|
|Gold||35 Nights / 20 Stays||30 Nights / 20 Stays||~15%|
|Platinum||75 nights / 30 Stays||60 Nights / 30 Stays||20%|
“New thresholds will be applied in 2018 based on 2017 activity, so many of our most loyal guests would be delighted to find themselves at a higher tier than expected,” said De Neef.
Radisson Rewards also has a new digital home. Members can book direct and access their membership data at radissonhotels.com/rewards and with the Radisson Rewards mobile app (available for Apple and Google devices). Radisson Rewards Platinum guests will also have dedicated 24/7 access to call center agents.
U.S. Radisson Rewards Visa cardholders can now earn up to 3 free award nights upon renewal, on top of the points they already earn for spend.
The update also aligns Radisson Hotel Group’s three Business to Business programs (Look to Book SM, Club Carlson for Planner and Club Carlson for Travel Arrangers) under one umbrella program, Radisson Rewards™ for Business. The new name provides a simplified message that is closely aligned to the consumer program so that meeting and event planners, travel agents and executive assistants realize the full benefits of the program when booking with the Radisson Hotel Group. Radisson Rewards for Business members will continue to earn points as before, as there are no changes to the current structure.
For a full overview of all program changes, please visit www.radissonhotels.com/rewards/newradissonrewards.