By Don Douloff, February 12, 2009
Radisson Hotels & Resorts will rebrand 170 Radisson SAS locations operated by The Rezidor Hotel Group in Europe, the Middle East and Africa (EMEA) to Radisson Blu.
The new name debuted at the just-launched Radisson Blu Hotel, at Zurich Airport, in Switzerland. During the next year, the name will be introduced throughout the Radisson SAS portfolio in the EMEA.
The rebranding does not include Radisson Edwardian Hotels in the United Kingdom or Radisson hotels operated in the Americas, Asia Pacific or other parts of the world.
The change is taking place because the SAS Group, former owner of Rezidor, sold the company in November, 2006, and no longer has a formal connection with the Radisson brand. Rezidor is the master franchisor of the Radisson brand in EMEA.