Edwardian Group Rebrand Retaining Their Individuality And Personality
Edwardian Hotels are to join with Carlson Rezidor Hotel Group and re-brand to incorporate the Radisson Blu brand into their group of thirteen hotels in London, Guildford and Manchester.
The agreement comes after months of discussion and is aimed to improve the groups’ visibility, further aligning Edwardian with a brand recognised world-wide.
Despite the re-branding the hotels will remain independent without any change in ownership. The new combined name will see the creation of Radisson Blu Edwardian London as a stand alone brand - Edwardian London being the key point of difference to other Radisson Blu offerings.
Commenting on the joint venture, Paul Mansi, COO of Edwardian Group explained the re-branding as a way of marketing the hotels better, especially to potential guests from outside of the UK but stressed that the group had no intention of losing its own identity. “Edwardian London captures the spirit of the group centred in and totally connected to the most vibrant city in the world. Our individual personality, vibe, influences and innovative way of presenting our hotels is inspired by the capital – hence the adoption of an overarching name, “ he explained.
“Radisson Blu is one of the world’s fastest growing upscale hotel brands,” he continued. “We are aligning with a vigorous, dynamic group with new iconic hotels such as the Radisson Blu Aqua in Chicago and the Radisson Blu Mall of America in Minneapolis which the Carlson Rezidor Group have invested heavily in as part of the development of their own brand.
“By aligning ourselves in this way we gain vastly greater visible presence, remove a source of potential confusion for our customers, gain strength in numbers and create a stronger identity especially in Europe. In brief, it’s good for business, good for the brand and as an added bonus, also offers greater opportunities to our staff.”
Mansi stressed that the re-branding decision would not see any changes to the high levels of hospitality and the quality standards that are a by-word at Edwardian.
“Service, quality and a “can do” attitude are at the very heart of Edwardian and Edwardian remains at the heart of our new name,” he concluded.
The Hotels once rebranded will be:
Radisson Blu Edwardian Hampshire
Radisson Blu Edwardian Leicester Square
Radisson Blu Edwardian Berkshire
Radisson Blu Edwardian Sussex
Radisson Blu Edwardian Bloomsbury Street
Radisson Blu Edwardian Kenilworth
Radisson Blu Edwardian Mercer Street
Radisson Blu Edwardian Grafton
Radisson Blu Edwardian Vanderbilt
Radisson Blu Edwardian Heathrow
Radisson Blu Edwardian Manchester
Radisson Blu Edwardian New Providence Wharf
Radisson Blu Edwardian Guildford.
The May Fair Hotel has always been and remains a stand-alone brand in the Edwardian Group.
This new development in the Edwardian story comes after the acquisition of the Leicester Square Site last month, the purchase of the Radisson Edwardian Hotel in Manchester and New Providence Wharf with investments close to £200m.
Edwardian Group headed by Chairman Jasminder Singh will continue to be an independent acquisition and development part of the business.