Managing a strong portfolio of brands, relationships and ... - Exception!

REZIDOR SAS GROUP OVERVIEWA five brand operation,geared for rapid growthTaking today’s portfolio of close to 200 hotels to 700 in ten years, by growingfive clearly focused brands, will be less of a miracle than growing 29 hotels to 200,which is what we have accomplished in the last eight years!On September 24th 2002, Rezidor SAS Hospitality announced aunique deal with the US-based Carlson Hotels Worldwide tobecome the Master Franchisee for three additional Carlsonbrands in Europe, the Middle East and Africa. The agreementmeans Rezidor SAS now has exclusive rights to operate or licensehotels under the Regent, Country Inn and Park Inn brandsfor the next 30 years.This expanded partnership was established on a firm foundationof proven success; since 1994, Rezidor SAS (formerlySAS International Hotels) has grown Radisson SAS into one ofthe major up-market hospitality brands in these regions under asimilar franchise agreement with Carlson.Our vision is to become oneof Europe’s leading hospitalitymanagement companies, witha focused collection of highperformingprofitable brandsin various market segments.In addition to the Carlson deal, in 2002 Rezidor SAS also sold its50% joint venture share in the lifestyle brand Malmaison to theirpartner in the venture, Marylebone Warwick Balfour plc (MWB).The sale was deemed necessary, as the nature of the joint venturewas proving restrictive in terms of managing the brand’s development,its distribution and its operation. The experience gainedhowever has proved useful to Rezidor SAS in relation to operatingniche brands. Since selling Malmaison, Rezidor SAS has agreedupon a joint initiative with the Italian fashion house Cerruti todevelop and roll out hotels of the same name worldwide.The multi-brand portfolio is the next step in transformingRezidor SAS into a major player in its field. The operation beganmore than 40 years ago in Scandinavia by operating SAS hotels.We are now operating in 40 countries, most of which are notserved by the airline. In line with the strategic decision taken sixyears ago to specialise in hospitality management, we have alsodivested our real estate, apart from tactical holdings.As a hospitality management company, we manage brands,people, relationships and other people’s properties. Our visionis to become one of Europe’s leading hospitality managementcompanies, with a focused collection of high-performing profitablebrands in various market segments.Since closing the multi-brand deal, the Rezidor SAS portfoliohas grown at a much higher pace than beforehand, totalling 199hotels by March 12, 2003.FIVE STRONG BRANDSFROM MID-MARKET TO LUXURYWith its four brands now in operation and a fifth lifestyle brandon the launching pad, Rezidor SAS can meet customers’ andproperty owners’ needs over a wide spectrum from mid-marketto luxury hospitality.Radisson SAS Hotels & Resorts offers hospitality services,predominantly in the full-service range, providing Fresh, Hostand Easy hospitality services in a “Yes I Can” spirit.Country Inn is a mid-market alternative for business and pleasuretravellers who want a cosy stay at a comfortable price.Cerruti is a lifestyle brand for a stylish, metropolitan audience. Itwill initially be developed in continental Europe but has worldwidepotential.Park Inn offers easy-to-use, value-for-money accommodationfor the frequent traveller, on business and on pleasure.Regent is a deluxe brand and a luxury legend, known all overthe world for its highly personalised service and as the epitomeof sophistication.10