Life Style

Radisson Group intends to develop Art’otel lifestyle brand

A future art hotel in London is taking part in the reconstruction of the Battersea power station.
A future art hotel in London is taking part in the reconstruction of the Battersea power station.

The Radisson Group, in turn, is part of a massive expansion of the contemporary and designer hotel industry, comprised of vibrant lobbies, trendy restaurants and bars. In short, everyone will recognize the contours of this hotel industry, commonly referred to as lifestyle. Already present in this promising niche with the rapidly growing Radisson RED brand, the owner of the hotel announced his desire only a week ago Strengthen the value proposition of its Prizeotel economy and design brand. A brand whose development has been limited so far, but which should open about forty stores in Europe over the next five years.

Along with these ambitions for a modern low cost hotel industry, the Radisson Hotel Group will attack this market from above, and in the same way: starting withunderdeveloped, but already existing brand in the Radisson chain, art hotel, and whose supply is about to rise rapidly. To do this, Radisson will rely on a strategic partnership with the PPHE group. This real estate and hospitality management specialist has long held a master franchise agreement with Radisson for the Park Plaza brand. Already with the help of PPHE, Radisson has developed the first three art hotels in Amsterdam – its current flagship – in Berlin and Budapest. It’s the same cultural and creative centers who now call others.

Drawing on the enthusiasm of leisure and business travelers for lifestyle establishments, the two partners see much further, aiming to build portfolio of art hotels in the largest cities of the world. Even before this partnership was unveiled, two projects had been announced in London: the London Hoxton art hotel in 2024 and another, expected this summer, the London Battersea Power Station art hotel. The institution that registers in a sprawling property project resurrecting an icon of the London skylinepower plant on the banks of the Thames, immortalized at one time by Pink Floyd on the cover of the Animals album.

Three more projects will be added to them under the agreement with PPHE in 2022 and 2023, in Zagreb and Pula in Croatia, as well as in Rome. ” We are pleased to develop our relationship with PPHE and support the growth and development of art’otel internationally.said Federico Gonzalez, CEO of the Radisson Hotel Group. Art’otel combines culture and lifestyle and this bold brand will provide our customers and owners with a unique opportunity in this growing premium segment. »

Along with the art’otel brand, the close relationship between PPHE and Radisson led to…

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