BRAND

BOOK
2021 March V1

!
 RADISSON HOTEL GROUP’S APPROACH TO BRANDING

Radisson Hotel Group is one of the world’s largest and most dynamic hotel We are thrilled to present to you the revised Brand Book for Radisson
Collection. When we launched Radisson Hotel Group in March 2018, we
groups with nine distinctive hotel brands, made up of more than 1,450 developed these brand books to help clarify the connection each of
hotels in destinations around the world. our brands has to Radisson Hotel Group and our overarching service
culture, as well as to highlight each brand’s unique attributes and
activations.

Our brands are engineered to be relevant to both To remain relevant to our business we have evolved and adapted our

our guests & owners. brands since. New concepts have been developed and new guest
experiences have been rolled out, some brand specific, others cross
branded. Delivering this revised brand book allows us to reflect these
great developments.

From Radisson Collection to Park Inn by Radisson, the Radisson Hotel Group Whilst we have restructured our brand architecture, our four guest
is proud to offer hotel brands that fit a wide range of travelers and budgets. experiences pillars continue to frame our way of operating:
We focus our work on delivering Memorable Moments, acting as a true host
(1) Brilliant Basics
and being the best partner.
(2) Memorable Moments
(3) Local Experience
(4) Feel at Ease

Each of our brands has unique brand pillars, passion points, a defined
audience, visual identity and guest experience value proposition.

We hope this new Brand Book supports and inspires you to help us
bring Radisson Collection to life for our guests on a daily basis.
New design, products, programs and services that are referred to in the Brand Book are at
various stages of development, execution or implementation.

02 RADISSON COLLECTION BRAND BOOK

 WELCOME TO THE EXCEPTIONAL

03 RADISSON COLLECTION BRAND BOOK

 CO N T E N T S
Brand Introduction 5 Serviced Apartments 29
Brand Platform 6 Resorts 30
Brand Essence 7
Brand Persona 8 Key Spaces and Design 31
Brand Pillars 10 Key Spaces 32
Brand Passion Points 13 Design Signatures per space 33
Portfolio 14
Brand Expressions 34
Key Brand Experiences 15 Tone of Voice 35
Experiences Overview 16 Collateral 37
Exceptional Sleep 17 Amenities 38
Exceptional Well-being 18 Signage and Wayfinding 39
Exceptional F&B 19 Uniforms 40
Exceptional Breakfast 20
Yes I Can! 21 Radisson Hotel Programs 41
Exceptional Dining 22 Cross Brand Programs: Experiences 42
Exceptional Temptations 23 Cross Brand Programs: Specialty F&B Concepts 43
More than excellent WiFi 24 Cross Brand Programs: Commercial Pillars 44
Experience Value Proposition 25 Cross Brand Programs: Systems 45
Cross Brand Programs: Responsible Business 46
Brand Extensions & Concepts 26
The Spa At Radisson Collection 27 Appendix 48
Fitness 28 Additional Resources 49

04 RADISSON COLLECTION BRAND BOOK

 BRAND
INTRODUCTION
Brand Platform
Brand Essence
Brand Persona
Brand Pillars
Brand Passion Points
Portfolio

05 RADISSON COLLECTION BRAND BOOK

 BRAND PLATFORM

SELLING LINE
Welcome to the Exceptional

BRAND ESSENCE
Local lifestyle, extraordinary living

BRAND PERSONA
Experience Collectors are independently-minded and approach life like
a master class. Lifestyle conscious and fluent in high-end art and
design, they see life as an assortment of expectational experiences.
They seek a reason to trade up, a brand that will elevate their
experience and make it a memory worthy of collection.

VALUE PROPOSITION
Radisson Collection is a unique collection of iconic properties. Whilst
the character of each hotel feels authentic to its locality, all offer the
ultimate template for contemporary living – united by modern design
and exceptional experiences (across dining, fitness, wellness and
sustainability).

BRAND PILLARS
Authentic Local Influence, Living Design & Vibrant Social Scene

BRAND PASSION POINTS

Refined Experiences, Cultural Delights, Spirited Socializing

POSITIONING
A premium lifestyle collection of hotels and resorts, boasting unique
locations in each destination

06 RADISSON COLLECTION BRAND BOOK

 BRAND ESSENCE

Local lifestyle,
extraordinary living
At Radisson Collection, our guests have come to expect an It means fostering authentic relationships within our local
exceptional stay as well as the refined experiences we curate. community to identify the refined experiences and cultural delights
We seek to consistently deliver excellence for our guests. that will speak to Experience Collectors, while creating a vibrant
social scene for guests and the community to mix and mingle within
As such, we need to be united in our understanding of what we mean our own four walls.
by delivering ‘local lifestyle, extraordinary living’.
Importantly, it’s also reflected in the design of our unique
To us, that means going above and beyond the ordinary, searching properties. Each blending elegance in form and function,
deep within our local community to find the exceptional, the refined with alluring local accents that make it a place guests aspire to call
and the wonderful in everything that we do and offer to our guests, their own.
from spectacular architecture to dazzling cocktails.

07 RADISSON COLLECTION BRAND BOOK

 BRAND PERSONA

Experience Collectors are independently-minded travelers

who approach life like a master class. To them, life is an
assortment of exceptional experiences that are accentuated
by high-end art and design.

They have an appetite for finesse and attention to detail, seeking for new experiences
as they jet set across the globe. They venture into our planet’s furthest corners to
encounter a taste of the local cuisine, appreciate the craftsmanship and be inspired by
culture and customs.

But importantly, they aren’t just looking for opulence. They seek a reason to trade up,
a brand that will elevate their experience and make it a memory worthy of collection.

Travel Essentials
! Iconic, modern and sophisticated design
! Exceptional and enriching experiences
! Deluxe amenities

Bulls Eye Target Age: 38

Age Range: 32-44
Household Income: $110,000+
Gender Split: 50% Female / 50% Male
Budget: $160/Night
Travel Focus: 40% Business / 60% Leisure

08 RADISSON COLLECTION BRAND BOOK

 THE EXPERIENCE COLLECTORS

RETAIL BRANDS
BMW
Audi
Gucci
Tod’s

MAGAZINES & MEDIA

MINDSET Vogue
Worldly The New York Times
Independent The Stranger
Attention-to-detail Dr Foster
Entrepreneurial

PASSIONS
ACTIVITIES
Discovering new art and literature
Cocktail parties
Exploring new food and wine
Golf
when traveling
Immersive experiences
Spa, massage and relaxation

09 RADISSON COLLECTION BRAND BOOK

 Brand Pillar

ONE

Authentic local
influence

Impactful local touches that leave every guest

with an authentic impression of the destination.

Our guests travel because they want to see the

world and collect new experiences.

Eachhotel is carefully designed to include

authentic touches such as artwork by regional
artists as well as locally-inspired food & beverage
options.

We also deliver authentic local influence through

our team through recommendations on favorite
sights to see or where to find the best cocktails in
town, we are all local culture experts and
influencers.

10 RADISSON COLLECTION BRAND BOOK

 Brand Pillar

TWO

Living design

Designing elegance in form and function,

Radisson Collection hotels are a beacon for an
aspirational lifestyle.

Our hotels are filled with high-end art and

design appealing to our guests appetite for
finese and attention to detail.

We give them a truly unique and aspirational

experience with every stay at Radisson
Collection.

11 RADISSON COLLECTION BRAND BOOK

 Brand Pillar

THREE

Vibrant
social scene

Designed for guests and locals alike, each of our

hotels is defined by the people who visit them.

Ours hotels feature bespoke restaurants and bars

with a vibrant social scene that attracts locals and
guests alike.

Our blend of crowds, create a social atmosphere,

where public spaces are programed with exciting
events and unique F&B experiences to keep
guests coming back for more.

12 RADISSON COLLECTION BRAND BOOK

 BRAND PASSION POINTS

Refined experiences Cultural delights Spirited socialising

We craft and curate refined experiences that Our guests travel the world to live, see and Experience Collectors are social butterflies,
leave a lasting imprint on our guests’ lives, breathe in the wonderful local communities with friends and colleagues in every corner of the
creating memories they can cherish for a lifetime. we’re privileged to call our home. world. As such there is always an opportunity to
mix and mingle among like-minded individuals in
Whether it’s cocktail classes with a celebrity Guests can join us on a private tour of the our unique and exceptionally designed spaces.
mixologist or a signature black-tie dinner; at community, visit a local art gallery or let us
Radisson Collection, guests will be organize a visit to the local theatre. We are We want to foster a vibrant social scene, where
enchanted by each memorable moment. there to bring our unique cultural delights to guests feel welcomed and encouraged to engage
For example: the forefront and enable our guests to enjoy with others.
the most authentic experiences.
! Black-tie dinners featuring a specially created set menu For example:
For example:
! Sign up for a ‘Master Mixologist’ cocktail making class ! Pre-dinner aperitif with a selection of 3 local cocktails and
to discover new twists on old classics ! Private tour guide to experience the delights of the local canapés
community
! Enjoy one of our signature spa treatments designed
to elevate you to unprecedented levels of relaxation ! Carefully curated collection of current and interesting local ! Signature, flexible afternoon tea or drinks with nibbles served in
attractions such as museums and galleries the stylish public space
! Enjoy exclusive access to local golf courses,
through our partnership program
! A list of stylish local entertainments such as theatre, opera and ! Activations that create easy networking opportunities for guests,
ballet etc.
blurring the lines between business and leisure
! Premium express clothes-pressing service available
! Refined culinary experiences with insider access and chef tables
to every guest, with one complimentary item per stay

13 RADISSON COLLECTION BRAND BOOK

 PORTFOLIO

14 RADISSON COLLECTION BRAND BOOK

 KEY BRAND
EXPERIENCES
Experiences Overview Yes I Can!
Exceptional Sleep Exceptional Dining
Exceptional Wellbeing Exceptional Temptations
Exceptional F&B More than excellent WiFi
Exceptional Breakfast Experience Value Proposition

15 RADISSON COLLECTION BRAND BOOK

 EXPERIENCES OVERVIEW
Radisson Collection hotels provide a series of key elements to offer guests a unique value proposition

Exceptional Sleep
(plush mattress, inviting
bedding and pillows)

More than excellent WiFi

(free Wifi & device casting, Exceptional
brand charger and USB Wellbeing
ports beside guestroom (rain shower, towels,
beds & desks) bath amenities)
Feel At Ease Experience The Locale
Flexible and convenient Offerings that capture the
services with a personal essence of the location
Exceptional
touch Exceptional F&B
Temptations
(delightful candies (social spaces,
and 24/7 food service restaurant, bar,
and/or kiosk) in-room, executive class
lounge)

Exceptional Dining Exceptional

(24/7 room service, Breakfast
elegant restaurant, (an unforgettable
destination bars) breakfast experience)

Enjoy Memorable Moments Brilliant Basics

Creating exceptional memorable
Consistently delivering
moments, through personal
recognition, spontaneous the essentials
surprises and thoughtful gestures

16 RADISSON COLLECTION BRAND BOOK

 EXCEPTIONAL SLEEP

A well-defined, high-quality bed

and sleep experience that
supports individual guest
preferences and contributes to
the residential feel of our rooms:
! Three pillows per guest

! High-quality duvet

! Soft, crisp white linen

! Turndown service

17 RADISSON COLLECTION BRAND BOOK

 EXCEPTIONAL
WELL-BEING

Exceptional bathrooms that

bring relaxation and
restoration, inviting guests
to experience the Radisson
Collection difference:
! Rain shower with separate hand-held head

! Sophisticated bathroom amenities

! Plush toweling

! High-specification fittings

18 RADISSON COLLECTION BRAND BOOK

 EXCEPTIONAL F&B
Radisson Collection is giving guests the opportunity to explore locally crafted flavors alongside global favorites. We provide healthy conscious
options accommodating various diets. Seasonally updated menus with fresh local ingredients reflect the best of local specialties making healthy
eating easily accessible and visually stimulating. Our focus is on Exceptional quality instead of quantity.

Social spaces Restaurant Bar In-Room Executive Lounge

If relaxing is what you’re looking for, The experience we offer is centered Our bars offer classic cocktails with a Enjoy our 24/7 room service and Guests staying in superior rooms have
take a moment to indulge in our around you. We extend this twist, craft beers, quality wines locally destination specific in room dining access to our executive lounge and
communal spaces, where guests can philosophy to the dining offering at sourced, and no-and-low alcohol derived from our bespoke restaurant social space, which serves a light
work and play through the day. A our all-day or specialty restaurants. aperitifs to suit whatever the occasion and bar offering. version of our Exceptional Breakfast.
selection of snacks or a caffeine boost You’ll find a place to enjoy something calls for. Cold-pressed juices are on- Local bespoke refreshments are also
is one request away. light and fresh yet comforting, hand to replenish guests’ energy Be tempted by our high quality, fully available to enjoy throughout the day
ranging from well-balanced breakfast levels as you explore the destination. stocked, sweet and savoury branded and evening.
Complimentary refreshments upon to small plates and larger dishes. mini bar items that are deliciously
arrival at the Welcome Corner. Enjoy What better way to take in views of hard to resist.
a warm welcome with a complimentary Thoughtfully curated, our extensive the city, than seated at our bars,
tasty sweet at check in. menu draws on local influences, lounges and terraces. It’s here you
considerately tailored to an can celebrate the uncompromising
Our complimentary Breakfast To Go is international palette. culture and energy of the unique
available before regular restaurant surroundings, with a culinary offering
opening hours. to match. Set to a backdrop of
soothing ambience music, soak up the
atmosphere with small plates and
cocktails prepared for al fresco
enjoyment.

19 RADISSON COLLECTION BRAND BOOK

 EXCEPTIONAL
BREAKFAST

Our unforgettable breakfast

experience:
! Beautiful presentation that provides
a feast for all the senses

! Health-minded options accommodating

low-sugar, low-fat and intolerance-based diets

! Seasonally-updated menus with fresh local

ingredients reflecting the best of local specialties

! Elegantly cut fresh fruit, to make healthy eating

easily accessible and visually stimulating

! Overall a water-light focused quality instead

of quantity

! Special kids corner with something tasty

and fun for the little ones

20 RADISSON COLLECTION BRAND BOOK

 YES I CAN!

Our unique service philosophy

! Built on excellence is at the heart of everything
we do and enables us to deliver a truly unique
guest experience.

! At Radisson Collection, you’ll always find

comfort, style and warm, down-to-earth
hospitality. We work hard to deliver service with
our Yes I Can! attitude that helps you feel at
home, whether you’re traveling for work, leisure
or anything in between.

! Our full service hotels offer bright, welcoming

spaces and the amenities you love, including
delicious breakfast options and free Wifi to help
you stay in touch. We pride ourselves on going
beyond the ordinary, giving you unexpected
moments of delight that make a lasting
impression.

! We’re also responsible members of our

communities, and we believe that taking care
of our neighbors and our team members creates
a positive environment.

21 RADISSON COLLECTION BRAND BOOK

 EXCEPTIONAL
DINING

Giving you the opportunity to

experience the locally crafted
flavors, alongside global
favorites, providing memorable
dining experiences:
! Destination restaurants and bars

! Local specialty classics, with a modern twist

! All day - everyday availability

! Special (off-menu) requests, our mantra

is ‘if it's in the fridge, we'll make it happen'

! Children's menu for more fun

22 RADISSON COLLECTION BRAND BOOK

 EXCEPTIONAL
TEMPTATIONS

Temptations are available

as part of the welcome
experience and in the minibar:
! Welcome corner with refreshments upon arrival
at the hotel

! A complimentary tasty sweet to take upon

check in for a welcoming arrival experience and
during meetings & events

! High-quality, sweet and savory branded minibar

items guests cannot resist

23 RADISSON COLLECTION BRAND BOOK

 MORE THAN
EXCELLENT WIFI

True to our passion for offering

exceptional and innovative
services that reflect the high
expectations of our guest:
! Free Wifi available to all hotel visitors
(guests, conference delegates and
outlet customers)

! Not just a lobby but a casual workspace

that allows people to work and connect
(iMac, printer, headsets, plugs)

! Watch your own content through

TV casting on our smart TVs

! Chargers and adapters are always available

24 RADISSON COLLECTION BRAND BOOK

 EXPERIENCE VALUE PROPOSITION
Radisson Collection offers a 360-degree guest experience empowered by our “Yes I Can!” service philosophy

25 RADISSON COLLECTION BRAND BOOK

 BRAND EXTENSIONS
& CONCEPTS
The Spa At Radisson Collection
Fitness
Serviced Apartments
Resorts

26 RADISSON COLLECTION BRAND BOOK

 THE SPA AT RADISSON
COLLECTION

We are able to offer our guests

a 360º immersive experience by
focusing on the following three
areas:
! In the mood
Moods and emotions when linked to experiences
leave powerful, lasting impressions on us, so every
detail of the spa journey has been considered to
influence our guests in a positive way.

! The art of interaction

We put the guest at the center of our story through
personalizing each experience and giving them a
level of control that allows them to play a part in
how their spa journey unfolds.

! It’s all in the mind

We offer a wellness experience that takes a holistic
approach, focusing on guests’ minds, bodies and
emotions and giving them a deeper sense of overall
wellbeing and satisfaction.

*The Spa at Radisson Collection concept and implementation guides will be released later this year. The
concept has been developed predominantly for renovating and new build hotels and will be optional.

27 RADISSON COLLECTION BRAND BOOK

 FITNESS

Raw, but with depth & elegance

Raw, natural elements but crafted in a beautiful way.
Hewn stone gives a robust feel while layers of gauze
add soft ambient light into the space. Atmosphere is
key with soft subtle ambiance and warm focal lighting
on features. You should feel cocooned & enveloped by
the space – heightened honest luxury

Signature brand experiences:

TONAL
Tonal is an all-in-one fitness system and virtual personal
trainer. Coach A.I. takes the guesswork out of strength
training. It learns from your body and adapts guidance
in real-time, so you see results faster. The digital weight
system is set to your needs and doubles up as a spotter
should you start to struggle.

MIRROR
A seamless and integrated personal trainer system. The
Mirror can be simply used as a mirror but with the press
of a button on the app – it comes alive with rich fitness
content. A beautifully elegant integrated concept which
could sit within the fitness space or a guest suite.

* Fitness implementation guides will be released later this year. The concept has been developed
predominantly for renovating and new build hotels.

28 RADISSON COLLECTION BRAND BOOK

 SERVICED APARTMENTS

Radisson Collection’s stylish new

serviced apartments reflect our
genuine commitment to delivering
considered solutions, ensuring we
meet all our guests’ highest
expectations.

! Combining our eye for detail with our passion for delivering truly
memorable and meaningful experiences, our new serviced apartments
are thoughtfully crafted to reflect Radisson Collection’s unique brand
DNA.

! They come in two distinct and flexible formats, supporting our

targeted, market driven approach to growing our business. Standalone
developments offer a choice of serviced apartments, including loft
studios, plus one and two bedroom units. Radisson Collection’s mixed-
use developments feature hotel guest rooms alongside a core mix of
serviced apartments – so the residential experience is naturally
enhanced by our hotel brand’s standout features.

! All Radisson Collection serviced apartments have been created with

flexibility, usability and distinctive design as key considerations. The
result is an elegant and empathetic offering that leaves a lasting
impression on both long and short term residents, ensuring they
experience the exceptional.
* Serviced Apartments specific brand standards are integrated in the 2021 Brand Standards Manuals.

29 RADISSON COLLECTION BRAND BOOK

 RESORTS

Whether our guests want to relax,

recharge or reconnect, we’re focused
on giving them the time, the space
and the place to tailor-make their own
unforgettable stay.
! Passionate about service and focused on truly exceptional
experiences, we’ve developed an exciting proposition that
extends across our diverse portfolio to embrace each of our
hotel brands’ DNA.

! Combining unique experiences that draw inspiration from the

local character of each property, with our commitment to
our guests’ wellbeing and our passion for vibrant design, our
resorts highlight the compelling features of our hotel brands.

! Located in vacation destinations, our resorts are found near

beaches, mountains, scenic or historic locations and golf
courses. Featuring extensive facilities, they have a wide
range of restaurant and bar options, indoor and/or outdoor
pool(s) and in some locations, elaborate spa facilities.

! Catering for a wide variety of interests and expectations,

from thrill-seekers to sunbathers, golfers to skiers, and
culture vultures to nature lovers, our resorts help guests
make memories that will stay with them forever.

* Resort specific brand standards are integrated in the 2021 Brand Standards Manuals. The Resort
Brand Book Extensions for each brand will be released later this year.

30 RADISSON COLLECTION BRAND BOOK

 KEY SPACES
AND DESIGN
Key Spaces
Design Signatures per space

31 RADISSON COLLECTION BRAND BOOK

 KEY SPACES

Our key spaces cover each of the main guest-accessible

areas common to Radisson Collection hotels.

Each of our five categories plays a different,

yet equally important role in the guest journey.

1. Engaging Social Spaces 4. Standout Meeting & Event Spaces

! Thrilling arrival experiences ! Statement design and furniture
! Impressive architecture icons

! Inviting interior design ! Versatile configurations

2. Memorable Dining ! Sophisticated styling and

technology
! Bars & restaurants
! Restaurant concepts
5. Total Wellbeing
! Open kitchen
! Fitness room
! Wellbeing experiences
3. Exceptional Rooms
! Pool area
! Guest rooms

! Bathrooms within guest rooms

32 RADISSON COLLECTION BRAND BOOK

 DESIGN SIGNATURES PER SPACE

Engaging Social Spaces Memorable Dining Exceptional Rooms Standout M&E Spaces Total Wellbeing

Magnetic social spaces Locally inspired F&B Exceptional guest Stimulating Spa and fitness
that invite the guest options, including rooms, featuring both environments, facilities that are
to dwell and feel destination dining the Radisson Collection designed for an ideal purposeful and
connected to the experiences sleep and wellbeing meeting of minds comfortable
individual location experiences
! Centrally placed bars ! Multi-functional and ! Spaces that allow
! A distinctive, authentic form the heart of the ! Two room styles flexible spaces for considered and
arrival experience hotel – Classic and ! Statement lighting and effective work outs
! Satellite desks for a ! Dynamic buffet Contemporary decorative features and treatments
personable check in settings that merge ! Light, airy, spacious ! Bringing functional ! Calming colours ensure
! Communal, open into the background environments spaces and delivery a neutral and modern
spaces that combine when not in use ! Meaningful, of service seamlessly aesthetic
bars, restaurants and ! Unique concepts that contemporary design together ! Warm and inviting
work areas are a destination in ! Inspiring local touches interiors where daylight
! Inviting journey from their own right and artworks which and soft furnishings play
lobby to guest rooms capture the feel of the a key role
destination

33 RADISSON COLLECTION BRAND BOOK

 BRAND
EXPRESSIONS
Tone of Voice
Collateral
Amenities
Signage and Wayfinding
Uniforms

34 RADISSON COLLECTION BRAND BOOK

 TONE OF VOICE TONAL PILLARS

SWITCHED-ON MAGNETIZING WELCOMING

At Radisson Collection, we strive to
deliver the exceptional in everything
we do, including how we speak,
whether that is in person, on the
phone, in emails, advertisements or We’re local culture experts – and Our words have charm and Using language that feels warm,
on the internet. It is what we say, and so strike a tone of easy character, we never miss an empathetic and enthusiastic, we
most importantly, how we say it. confidence – moving effortlessly opportunity to express transform every interaction into
between sharp observation and ourselves through storytelling a natural invitation to stay.
inspiring suggestions. when it will captivate our guests.
! At all times we shall speak in a
formal, sophisticated tone. Confidence: Charming: Warm:
We speak with intent We say everything with a smile We are open and inviting
! We should come across as elegant Expertise: Charismatic: Empathetic:
and refined without pretense. We’re informed and We’re full of personality We’re caring and understanding
knowledgeable
Storyteller: Enthusiastic:
! We use complete sentences, Sharpness: We’re creative in our delivery We are interested and engaged
We’re clear and to the point
avoiding slang and contractions. Natural:
Inspiring: We’re always ourselves
We’re enthusiastic about
what we share

35 RADISSON COLLECTION BRAND BOOK

 TONE OF VOICE: EXAMPLES

Guest Greeting Do Not Disturb Sign Breakfast Communication

“Good afternoon, Sir. We are delighted to offer an

How may I assist you exceptional breakfast from
6.30-10.30am.
today?”
Let us help you welcome the
start of a new day with our
freshly squeezed energy shot,
while you enjoy a selection of
viennoiserie. Indulge locally
sourced cheese and charcuterie
from our buffet or order
perfectly cooked egg favorites
from our à la carte menu.

36 RADISSON COLLECTION BRAND BOOK

 COLLATERAL

Envelopes Business card

Key card Notepad DND hanger Reception flyer

37 RADISSON COLLECTION BRAND BOOK

 AMENITIES

38 RADISSON COLLECTION BRAND BOOK

 SIGNAGE AND WAYFINDING

39 RADISSON COLLECTION BRAND BOOK

 UNIFORMS

* The Uniform program will be rolled out early 2022. Your Regional Procurement Lead is kept informed on an ongoing
basis on the status of the roll out and will be able to assist ad interim.

40 RADISSON COLLECTION BRAND BOOK

 RADISSON HOTELS
PROGRAMS
Cross Brand Programs: Experiences
Cross Brand Programs: Specialty F&B Concepts
Cross Brand Programs: Commercial Pillars
Cross Brand Programs: Systems
Cross Brand Programs: Responsible Business

41 RADISSON COLLECTION BRAND BOOK

 CROSS BRAND PROGRAMS: EXPERIENCES
Hotels will be able to subscribe to the program or programs that better fits their needs
! Tailormade & Optional, fully integrated within the Revenue Management initiatives and developed to target specific market segments with additional revenue generating potential.
Applicable to all Brands and Theatres, the participating hotels can be preselected, according to specific characteristics, or can proactively enrol.
! Endorsed by Radisson Hotels or individual brands, each with a dedicated landing page on radissonhotels.com. Touchpoints go from digital to the full hotel experience.

FAMILY PROGRAM SPORTS APPROVED CHINESE WELCOME PETS PROGRAM

Bespoke program dedicated to the Dedicated program specifically built to Unique service that represents our efforts Created specifically to meet the needs of
Family segment providing a unique fulfil the professional sport teams to please our Chinese guests by those guests who do not want to give up
experience for our younger guests where specific requirements. Committed to incorporating the traditional Chinese the possibility of traveling with their
fun games, take-me-home toys, and providing sports teams and athletes with hospitality and service philosophy in our furry friends.
exciting adventures await at every turn. all the services, facilities, and little extras hotels. Guan Xin provides an experience
tailored to our Chinese guests, including
We make sure that kids are never bored to make their stay as restorative as
bespoke amenities and services. No matter
with our many activities throughout their possible.
how far they have travelled, we aim to
stay. bridge both the cultural and geographical
gap by offering experiences that bring an
element of familiarity, ease and comfort to
their day to day activities.

Developed to target specific market segments with additional revenue generating potential. Applicable to all Brands and Theatres, the participating hotels can be preselected
according to specific characteristics or can proactively enrol. Optional fully developed to target specific market segments with additional revenue generating potential.

42 RADISSON COLLECTION BRAND BOOK

 CROSS BRAND PROGRAMS: S P E C I A L T Y F & B C O N C E P T S
The below speciality F&B concepts have been developed in 2020 as off-the-shelf concepts for our new opening hotels and those under
renovation throughout our brand portfolio. As such, these are at various stages of development, execution or implementation.

Taste of Shanghai Inspiring fusion Urban playground The food market Celebrate tradition Scandanavian tale
Reflecting the diverse flavors Nikkei is a fusion cuisine. The A classic, reinvented; Stoke A buzzy home to one of the A laid-back trattoria serving A Nordic style with an edge.
that one can experience in result fo two cultures sharing is a modern grill in an most prominent food simple and authentic Italian It combines Scandinavian
Shanghai, served in a modern recipes across generations. Amazonian inspired setting. cultures serving vibrant, food. In harmony with the inspired cuisine with an
setting. Expect the premium, Like Nikkei, Issei is the fusion Stoke celebrates the beauty spice-filled dishes and traditions of the Trattoria, we urban vibe that is rough
ambiance is modern, eclectic of Japanese & Peruvian of the land and sea through punchy Middle Eastern- focus on regional food and around the edges, but
& vibrant, brand tone is cultures. A combined energy fire, foraging and the fields. inspired cocktails. Fresh, wines. Cool interiors and a dynamic and youth
authentic yet quirky. Cooking in every aspect -From the There is an extensive use of bright flavours and bold laid-back vibe with orientated. Offering sharing
is visible and interactive, food of course –but also the the grill to cook all our textures are the signature, reasonably priced Italian boards, freshly caught fish
flavors are bold and authentic bold. Peruvian geo- meats, fish and vegetables with meats and vegetables food. from the Fjords, moose
and sourced from the best architecture houses on an open flame, to give an cooked to smoky succulence burgers and meats that are
possible suppliers in line with Japanese design. authentic grill taste. on the char-grill, alongside obviously 'Skandi’. A
local produce adaptations per intricate salads, fluffy fresh refreshed interior and brand
each hotel. breads and traditional to match.
yoghurt-based dips. Arabic
coffee.

43 RADISSON COLLECTION BRAND BOOK

 CROSS BRAND PROGRAMS: COMMERCIAL PILLARS

RADISSONHOTELS.COM RADISSON MEETINGS RADISSON REWARDS

A ONE STOP SHOP ONE GLOBAL CONCEPT A BUSINESS DRIVER

RadissonHotels.com and the Radisson Hotels app serve as Offering personal, professional and memorable experiences Hotels will achieve extra visibility with more than 17m
unique point of sales for all our brands to our clients customers and their attendees. Radisson Rewards members globally

Specifically designed to attract new guests and loyal Dedicated marketing strategy to attract MICE customers Incremental value for hotels:
members, generate incremental demand, deliver a better
ROI, optimize acquisition spend and increase cross-selling +26% Member Folio vs Non-Member
Insights and research that add value and build long term +20% NPS score vs Non-Member
possibilities between the different brands relationships with our corporate customers

Our integrated marketing, communications, and PR strategy Our Radisson Rewards global campaigns increase visibility
Dedicated professional sales team operating from different and bookings, and bonus points for such global promotions
is delivered across all media and social channels and is offices around the globe
designed to drive traffic to RadissonHotels.com are funded by the program

The only hotel group that automatically off sets the carbon All Radisson Hotels participating in the Radisson Rewards
Our multi-platform campaigns create stakeholder footprint for every single meeting and event at any of our
engagement, brand awareness and industry-leading positions program are bookable with points or points+cash, for
hotels worldwide, at no cost to delegates or organizers increased conversion rates
for our hotels

. Subject only to the fees associated with guests staying

overnight at the hotel (5% of total revenue, not exempt
with groups)

44 RADISSON COLLECTION BRAND BOOK

 CROSS BRAND PROGRAMS: SYSTEMS

EMMA
GUEST ENGAGE
FOR HOTELIERS BY HOTELIERS

A flexible experience to make it your own. One that enables more ways for you to EMMA is Radisson Hotel Group’s new exclusive unified technology platform,
powered by indra minsait hospitality and the sap hanna platform.
choose how you want to manage your stay, with seamless check-in, AI-enabled
service chats and omnichannel e-concierge capabilities. Being able to ask for what EMMA is a cloud-based technology platform that powers all aspects of your hotel.
you need or want, as and when you want it. A way of interacting that feels natural,
to comfortably suit your needs and mood at every moment of your stay. EMMA is a game changing offering, eliminating the need for a multi-system
technology solution by creating one platform to power your business knowing
Every Moment Matters.

Built on the SAP HANA platform, EMMA delivers full hotel system capabilities,
inclusive of:
Central reservations
Property management
Revenue management
Guest loyalty
Sales
Meetings & Events
Food & beverage
Business intelligence & analytics

45 RADISSON COLLECTION BRAND BOOK

 CROSS BRAND PROGRAMS:
RESPONSIBLE BUSINESS

Responsible Business represents

our commitment to caring for
people, communities and the
planet.

We have developed an ethical, thriving, sustainable and

responsible business model which we are proud to follow
in all areas of our work. Our activity is broad, from
promoting awareness about groups of vulnerable people,
to organizing campaigns, making donations in
collaboration with customers and team members, and
striving to be more eco-friendly and sustainable. We also
promote human rights, business ethics and diversity in
our hotels, our business network and our supply chain.

Responsible Business can be communicated through all

Radisson Hotel Group brands, both internally and
externally, depending on the audience and message. In-
hotel we use individual hotel brand-specific collateral,
unless it is a campaign that will be displayed for a limited
amount of time. In this case we communicate under the
Radisson Hotels umbrella.

46 RADISSON COLLECTION BRAND BOOK

 WELCOME TO THE EXCEPTIONAL

47 RADISSON COLLECTION BRAND BOOK

 APPENDIX
Additional Resources

48 RADISSON COLLECTION BRAND BOOK

 ADDITIONAL RESOURCES

Brand Specific Resources Cross Brand Resources

! Brand Guidelines ! Signage Guidelines ! RAD Family Presentation and SOPs
! Photography & Videography ! Technical Standard Guide ! Guan Xin Guidelines
Guidelines ! Illustrated Product Guide ! Radisson Meetings Guidelines
! Brand Standard Manual ! Serviced Apartments Brand ! Radisson Rewards Guidelines
! Architecture & Design Guide Book Extension ! Responsible Business Guidelines
! Rooms & Corridors Design ! Brand Video ! Radisson Hotels Guidelines
Guide ! Target Audience Video

Additional resources are available on request.

49 RADISSON COLLECTION BRAND BOOK

© 2021 Radisson Collection