Radisson Plots Co-Branding Pilot With New Owner Jin Jiang
Photo Credit: The exterior of the Radisson Red hotel in Glasgow, Scotland. The parent company is planning to launch a co-branding pilot in Europe with new owner Jin Jiang. Radisson Hotel Group
Skift Take
With new Chinese owners in place, it seems sensible for Radisson to target both outbound travelers and the domestic market.
Radisson Hotel Group will be co-branding some of its European properties with the name of new owner Jin Jiang as part of a plan to boost the number of Chinese visitors.
The initial pilot will see the new initiative trialed at two hotels with Jin Jiang in Chinese characters sitting next to one of Radisson's brands.
“That will bring a very good hook to Chinese consumers, when they come and they may not know today Radisson Blu or Radisson Collection and they associate and they link… [them] to Jin Jiang,” Federico González, chairman of the global
