REZIDOR SAS BRAND OPERATIONSGrowing industry leadersAll br<strong>and</strong> operations share not only the core values <strong>of</strong> Rezidor SAS but alsosome basic programmes, such as the Yes I Can! service excellence.The success <strong>of</strong> Radisson SAS over the last eight years illustratesthe ability <strong>of</strong> Rezidor SAS to re-interpret br<strong>and</strong> concepts<strong>and</strong> to efficiently establish <strong>and</strong> grow them in the European, MiddleEastern <strong>and</strong> African markets.Translating br<strong>and</strong> concepts into daily routines is the key tocreating <strong>strong</strong> <strong>br<strong>and</strong>s</strong>. Building coherent br<strong>and</strong> values into theproduct <strong>and</strong> delivering consistently on br<strong>and</strong> promises are themost important parts <strong>of</strong> br<strong>and</strong> management <strong>and</strong> control. Toguarantee that this happens, br<strong>and</strong> st<strong>and</strong>ards have beenestablished for each Rezidor SAS br<strong>and</strong> <strong>and</strong> Quality Assuranceinspections will follow up on compliance.Br<strong>and</strong> perception <strong>and</strong> br<strong>and</strong> loyalty are critical to success,especially in the up-market segments. The strength <strong>of</strong> the br<strong>and</strong>is important to owners in positioning their assets for maximumvalue <strong>and</strong> return. From the guests’ perspective, a <strong>strong</strong> br<strong>and</strong>delivers consistently on br<strong>and</strong> promises that match valuebasedpricing.Research suggests that 65% <strong>of</strong> hotel business in generalcomes from satisfied customers. A genuine commitment toguest care, delivered by people with shared values <strong>and</strong> anunderst<strong>and</strong>ing <strong>of</strong> customer expectations, is the platform onwhich Rezidor SAS customer relations are built. This is why allbr<strong>and</strong> operations share both the core values <strong>of</strong> Rezidor SAS(see page 16) <strong>and</strong> also some basic programmes, such as theYes I Can! service training. Yes I Can! was originally a RadissonSAS service excellence programme, focusing on attitude <strong>and</strong>empowering staff to creatively solve any service problem toachieve ultimate guest satisfaction. This approach will now beelevated to a cross-br<strong>and</strong> programme, starting with Park Inn.Other programmes are br<strong>and</strong> specific, to ensure efficientbr<strong>and</strong> <strong>and</strong> product separation.RADISSON SAS LEADING THE WAYIn order to maintain its growth <strong>and</strong> capitalise on new opportunities,Radisson SAS is committed to continued development<strong>of</strong> its br<strong>and</strong>.Br<strong>and</strong> recognition is a basic requirement for success <strong>and</strong>depends heavily on presence. One <strong>of</strong> the main reasons forRadisson SAS to aggressively pursue its growth strategy is toincrease br<strong>and</strong> awareness.Recognition <strong>of</strong> the Radisson SAS br<strong>and</strong> in Europe hasincreased over the last couple <strong>of</strong> years, at times faster than anyother major hotel br<strong>and</strong>, according to independent research.Radisson SAS enjoys top br<strong>and</strong> ranking in the Nordic countries.This includes br<strong>and</strong> awareness as well as being “firstchoice” for more business travellers than any other br<strong>and</strong>. Thebr<strong>and</strong> also has high recognition in the UK <strong>and</strong> the Middle East.During 2002, new procedures for Quality Assurance wereintroduced. Operating Radisson SAS hotels in 38 countries onthree continents inevitably means coping with diversity. But,while we have secured consistency in the basic elements <strong>of</strong>service delivery, we also see diversity as an asset. Building onlocal traditions will add colour <strong>and</strong> spice to the quintessentialRadisson SAS experience <strong>and</strong> provide an exciting hospitalitydelivery, balancing consistency with genuine diversity.Aligning employee <strong>and</strong> br<strong>and</strong> values is about recruiting,training <strong>and</strong> developing people who, at an individual level,identify with the core values <strong>of</strong> Radisson SAS: Fresh, Host <strong>and</strong>Easy. All Radisson SAS employees are encouraged toembrace these values within their everyday working lives. Tothis end, a workshop called “Living the Values” was launchedin 2002. Its objective was to make all Radisson SAS employeesunderst<strong>and</strong> our values so they can strive to live <strong>and</strong> deliverthem in every way, every day. The interactive nature <strong>of</strong> theworkshop enables everyone involved to discover <strong>and</strong> experienceall the attributes <strong>of</strong> each value <strong>and</strong> what it st<strong>and</strong>s for.Creating a new level <strong>of</strong> personalisation has a high priority inthe development <strong>of</strong> the Radisson SAS guest experience.Personal recognition <strong>and</strong> attention, with a Yes I Can! attitude,are key factors in building <strong>strong</strong> <strong>and</strong> sustainable <strong>relationships</strong>with our guests. Radisson SAS is committed to making everyguest a VIP <strong>and</strong> each employee is empowered to maximiseguest satisfaction. The unique “100% Guest Satisfaction” programmehighlights communication as the primary tool for creatingan unforgettable guest experience.28
AwardsSome <strong>of</strong> the awards received during the year:Chef <strong>of</strong> the YearThe award Chef <strong>of</strong> the year in Belgiumwas given to Yves Mattagne, Executive Chef<strong>of</strong> the Sea Grill Restaurant, Brussels, by theprestigious restaurant guide Gault Millau.Easy to dobusiness with“Easy” focuses on the practical side <strong>of</strong> our products<strong>and</strong> services. It starts with booking. After extensiveresearch <strong>and</strong> development, Radisson SAS willlaunch its new multilingual website early in 2003.It <strong>of</strong>fers extremely easy navigation, showcasesprices including “lowest available rate” up-front <strong>and</strong>pictures <strong>of</strong> available rooms. We have eliminated thecredit card guarantee on web bookings to create africtionless booking experience.Rezidor SAS HospitalityCorporate Hotelier <strong>of</strong> the World 2002 Award to KurtRitter, President <strong>and</strong> CEO <strong>of</strong> Rezidor SAS Hospitality,by HÔTELS magazine.Radisson SAS Hotels & ResortsBest Hotel Chain Worldwide by Irish Travel AgentAssociation (Irish Travel News Award 2002, Irel<strong>and</strong>).Best Hotel Chain Worldwide by “Vuoden Valinta”voted by travel trade pr<strong>of</strong>essionals in Finl<strong>and</strong>, secondconsecutive year.Best International Hotel Chain in Norway <strong>and</strong> Swedenby Gr<strong>and</strong> Travel Awards.Gr<strong>and</strong> Business Travel Award for Best Hotel Chainin Sweden.Individual hotelsSpecial Award for unique tourism development atL<strong>and</strong> Fleesensee in Germany.Radisson SAS Royal Hotel in St Petersburg, Russiawas recognised by the global financial community asthe “Deal <strong>of</strong> the Year”.Radisson SAS Royal Hotel in Copenhagen rewardedBest Business Travel Hotel in Copenhagen, 2002,by New York based Travel + Leisure Magazine.Radisson SAS Slavyanskaya Hotel in Moscowreceived the GAO Moscow Award “Crystal vessel,2002” – Best Catering service between Moscowhotels.Radisson SAS Alcron Hotel in Prague was awardedthe Best Hotel Development 2002 by the Association<strong>of</strong> Real Estate Market Development CzechRepublic.Country Inns & Suites in Timmendorfer Str<strong>and</strong> wasawarded by both TUI Holly <strong>and</strong> the NUR Group for thebest guest service in 2002.Radisson SAS Hotel in Galway, Irel<strong>and</strong> became Hotel<strong>of</strong> the Year 2002 by the Evening Herald newspaper.Environmental awardsRadisson SAS Bay Point Resort was awarded theIndustry Award for Environment by the Malta Environment<strong>and</strong> Planning Authority <strong>and</strong> the Malta Ministryfor Environment.Radisson SAS Hotel in Malmö was awarded theTetra Pak Hotel <strong>of</strong> the Year Award for high quality,outst<strong>and</strong>ing service <strong>and</strong> environmental commitment.Br<strong>and</strong>s29
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