Rezidor to relaunch mid-market Park Inn brand
Incoming CEO says new product will address needs of generations X & Y
The Rezidor Hotel Group is set to relaunch the mid-market Park Inn by Radisson brand in order to better meet the needs of generations X and Y, incoming CEO and president Wolfgang Neumann told Hotelier Middle East in an exclusive interview.
“The mid-market is the need, mid-market is the opportunity, and we are at the moment relaunching the Park Inn brand; we’re actually redefining the mid-market brand, Park Inn by Radisson,” Neumann revealed.
“We are adapting it really towards the needs of the generation which is going to stay in these hotels and that’s generation X and generation Y,” he said of the rationale behind the project.
“We’ve done a lot of research to better understand specifications and needs of that future generation which is filling these hotels in the future and we are thinking now of relaunching the next gen concept for Park Inn in co-operation with Carlson; we drive it here out of Rezidor in Brussels and we have high expectations,” said Neumann.
He added that the research carried out by Rezidor showed these travellers were seeking “individualisation, flexibility and connectivity”.
“Sometimes when we look at this younger generation, we need to stay flexible, connectivity at every touch point be that in the lobby or the guest rooms or entertainment is also critical, and always making this in a flexible way to allow the guest to individualise his or her experience,” Neumann expanded.
Rezidor currently operates 112 Park Inn hotels, five of which are in the Middle East.
Neumann revealed two more Park Inn hotels had been signed in Saudi Arabia.
“We signed a couple of Park Inns now for example in Saudi Arabia and Park Inn is really a very attractive proposition,” Neumann said.