Radisson Hotel Group has launched a new conversion brand aimed at encouraging independent hotels and local, regional chains to join the group’s platform.

The firm said that the Radisson Individuals brand had launched with “a number of hotels” in the UK and Asia, “with additional properties in advanced discussions in Italy, Germany, Russia and beyond”.

It’s not clear exactly which hotels have joined the brand (Business Traveller has posed the question and will add any response here), but what is known is that the forthcoming Henrietta House in Bath will join the brand upon opening later this year, followed by River House Hotel in Inverness when it opens in 2021.

Radisson Individuals is not to be mistaken with the Radisson Collection, which the group describes as “a unique collection of iconic properties, reflecting an authentic local influence, living design and vibrant social scene”.

Radisson Hotel Group said this of the new brand:

“Radisson Individuals represents an exceptional opportunity for hotels to enhance their visibility, nurture customer confidence, and access a wider audience through multiple distribution channels and a global sales structure. These hotels will benefit from the contracting power and economies of scale that come from a brand that is trusted by millions of guests across the globe as well integrated IT and revenue platforms, and comprehensive operational systems to deliver high GOP margins.

“Hotels wishing to join Radisson Individuals will undertake a compliance assessment focusing on four key parameters, SGS health and safety compliance, Online Index evaluated through their GRI, compliance with Fire and Life Safety and ability to connect to the Group’s main operating systems. Hotel members of Radisson Individuals will receive training on the Group’s “Yes I Can!” Service philosophy and will have above 80 per cent GRI score which will ensure high guest service quality standards and Every Moment Matters.”

Meanwhile Federico J. González, CEO of Radisson Hotel Group, said:

“The launch of Radisson Individuals marks another milestone in our ambitious five-year transformation plan to be recognized as one of the top three hotel brands in the world and the brand of choice for owners, guests, and talent.  We created Radisson Individuals in response to the evolving demands of the modern market for both hotel owners and guests.

“Joining Radisson Individuals is an ideal first step for individual hotels with strong service scores who wish to remain independent or may be considering transitioning to one of our successful core brands, as well as a strong proposition for local, regional hotel brands seeking to explore additional distribution channels and/or co-branding options.”