RADISSON SAS, an innovative, fast growing and contemporary hotel brand, is changing its name to Radisson Blu. A small, but significant name change marks the latest step forward and reflects the natural end of Radisson’s links with the SAS Group following Rezidor’s IPO back in November 2006.
Radisson SAS was created in 1994 when SAS International Hotels (SIH) joined forces with the Radisson brand for Europe, the Middle East and Africa (EMEA). The resultant new, individual hotel brand grew rapidly and won a world class reputation for innovation, design and service concepts.
At the opening of the first Radisson Blu Hotel, Zurich Airport, Rezidor president and CEO, Kurt Ritter said, “We’re extremely proud to hoist the Radisson Blu flag. After many, very successful years with SAS, we are eager to start cruising high on our own. And we’ll fly the flag in an ever growing number of destinations.”
Radisson Blu’s senior vice president and COO, Thorsten Kirschke, said that the change from SAS to Blu will be a gentle evolution through into 2010. “We currently have more than 200 hotels in operation or under development, so the name change has been designed in such a way that it’ll avoid any unnecessary disruption but still create an impact.”
Meanwhile Gordon McKinnon, Rezidor’s executive vice president of brands, revealed that the name Blu emerged as the most natural choice from Rezidor’s intensively researched quest to find the right new visual differentiator to replace the familiar SAS ‘blue box’.
“The name Blu started life as the project’s working title. But it soon became apparent that it was actually the most natural of choices. It’s simple, it’s short, it’s relevant and we’ve applied it in a way that adds a certain modernity to the identity without taking it too far,” he said.
“Most importantly it also promotes our specific brand heritage by preserving the graphic ‘blue box’ which has become the recognised symbol of the distinctive characteristics of the Radisson brand in Europe, the Middle East and Africa. Radisson Blu preserves the continuity of our unique brand, while taking it that one essential step forward to more accurately represent its true position and future ambitions.”
