Radisson Hotel Group (RHG) and PPHE Hotel Group have unveiled the first phase of the rollout of a new brand identity for Park Plaza.
The new branding follows an investment programme that has seen the Park Plaza portfolio bolstered by four new openings since 2015, refurbishments at the Park Plaza Victoria Amsterdam and the Park Plaza London Riverbank and several “repositioning programmes” in the final stages at several properties.
PPHE, which is RHG’s exclusive partner for the Park Plaza brand in Europe, the Middle East and Africa, said the new branding is based on three principles – authentic service, contemporary spirit and local hotspots.
The new branding, which includes a new logo, is now live across all of Park Plaza’s digital platforms, including the website and social media channels. It comes after RHG and PPHE introduced guest experience initiatives such as luxury bedding and linen, scents and the creation of social spaces where the local community and guests can interact.
Federico J Gonzalez Tejera, president and CEO of Radisson Hospitality AB and chairman of Radisson Hotel Group Global Steering Committee, commented: “We are very proud to be unveiling the new Park Plaza brand repositioning and logo as part of the comprehensive restructure of our brand architecture – a process we began last year with the launch of Radisson Hotel Group. Park Plaza is a strong and recognised name within the London market especially and its new brand position aligns with our ambition to deliver memorable moments to our guests, owners, investors and talent – while offering a clear and attractive proposition within our overall brand portfolio. This brand repositioning will help us add value and continue being the best partner to our stakeholders.”
Boris Ivesha, president and CEO of PPHE Hotel Group, added: “Following the full transformation and repositioning of our portfolio in recent years, we are excited to unveil an enhanced brand identity for Park Plaza that further enables us to create unique experiences for guests and offer asset value to our investors. The new visual identity and logo complement the brand’s growth and represents the contemporary and sophisticated properties that are part of the estate. We are currently finalising plans on the roll-out process for the brand re-launch across all properties in Europe with Radisson Hotel Group.”