Radisson Hotel Group (RHG) has launched a new brand, Radisson Individuals, giving independent hotels and small chains the opportunity to join the global RHG platform.

Member hotels can expect to benefit from international exposure while retaining their own styles and identities. Radisson Individuals also allows hotels to nurture customer confidence, and access a wider audience through multiple distribution channels and a global sales structure.

By joining the brand, hotels can also benefit from Radisson’s contracting power and economies of scale, as well as leverage the group’s integrated IT and revenue platforms, loyalty programme, and operational systems to increase profit margins.

RHG CEO Federico J. González said: “We created Radisson Individuals in response to the evolving demands of the modern market. Joining Radisson Individuals is an ideal first step for individual hotels with strong service scores who wish to remain independent or maybe considering transitioning to one of our successful core brands in the future.

“The new brand is also a strong proposition for local and regional hotel brands seeking to explore additional distribution channels and co-branding options.”

Interested hotels will have to undergo a compliance assessment focusing on four key parameters: health and safety compliance, online rating, fire compliance, and their ability to connect to the group’s main operating systems. Member hotels will also receive training on the group’s “Yes I Can!” service philosophy.