Radisson CEO on Keeping a Brand Strategy Tight and Focused

As Radisson Hotels Group continues to expand internationally through its existing brands, its strategy is to focus on service quality and consistency. For Federico González, CEO of the hotel group, having nine big global brands is better than chasing a mass of weak brands.

“I think establishing a brand, it’s not only a building, it’s not only the experience,” González told Skift founder and CEO Rafat Ali in a recent interview. “It’s everything that goes together with the experience when you are there, when you are not there. It’s the consistency of the experience and being, I think, very smart in trying to define in which property, which brand would fit.”

Radisson prides itself on Scandinavian hospitality design in Europe, the Middle East and Africa (EMEA), focusing on a spirit of well-roundedness through consistent go