The Radisson Edwardian brand is set to disappear by the second half of this year, with the group’s 13 properties in London and Manchester being rebranded under the Radisson Blu name.
The Edwardian Group, owned by the Singh family, has held a franchise agreement with US hospitality company Carlson to use the Radisson Edwardian brand within the M25, which in turn prevented the Rezidor Hotel Group from opening Radisson Blu properties in London (the exception being the Radisson Blu Portman Square).
But a recent agreement to align the Carlson and Rezidor brands into the Carlson Rezidor Hotel Group, has resulted in the decision to merge the Radisson Edwardian brand into Radisson Blu.
Jasminder Singh, chairman and CEO of the Edwardian Group, said: “Radisson Blu is one of the world’s fastest growing upscale hotel brands and we are delighted to align Edwardian Hotels with such an iconic brand. In doing so, we gain vastly greater visible presence and remove any source of potential confusion for our customers and create a stronger identity, especially in Europe."
The move will see properties including the recently opened Radisson Edwardian Guildford, and the Radisson Edwardian Mercer Street - which has recently undergone a £15 million revamp - rebranded as Radisson Blu hotels later this year.
The five-star Mayfair Hotel on Stratton Street, which operates as a non-branded Radisson Edwardian property, will not be included in the rebranding exercise.
It’s also not clear whether the forthcoming hotel within the soon-to-be-redeveloped Odeon West End on Leicester Square (which has recently been purchased by the Edwardian Group) will also take on the Radisson Blu brand.
The Radisson Edwardian portfolio is already part of the Club Carlson loyalty programme, in which Radisson Blu properties also participate.