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Carlson Hotel's Kirschke

Carlson Hotels is reshaping the Radisson brand and corporate responsibility.

By Ryan Clark | Updated on November 03, 2010

Attitudes towards hospitality over the course of the recession have not necessarily been kind, particularly in the United States. Some parts of the industry, higher end luxury brands, found genuine enmity, while everything down through the mid-majors earned a cold shoulder from newly frugal travelers and the growing population of non-travelers. There was a lot of worry about, but Carlson Hotels decided to use the time as an opportunity to refocus itself, transforming and remarketing its Radisson core brand. Thorsten Kirschke, the global COO of Carlson Hotels, sat down with GlobeSt.com and waxes intellectual about the essentials in reshaping a brand and the larger responsibility of companies on a less individualistic scale.

Kirschke noted that the Radisson brand has a bit of a handicap in North America, which “speaks to the position of the brand and its global alignment.” That’s the first step. “The second pillar is once we have defined the global position of the brand, we work on the brand standards in order to bring the brand to life” for their customers. Then, the Radisson would accelerate growth and development, with a strong position in emerging markets such as Russia, India and Brazil, with he says, a little more opportunity in China right now. The goal would be to grow 40% to 50% by 2015.

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