Radisson SAS, one of the world’s most innovative, fast growing, contemporary hotel brands, is
changing its name to Radisson Blu.
This small, but significant name change marks the latest step forward in the remarkable
Radisson SAS success story and reflects the natural end of Radisson’s links with the SAS
Group following Rezidor’s IPO back in November 2006.
Radisson SAS was created in 1994 when SAS International Hotels (SIH) joined forces with the
Radisson brand for Europe, the Middle East and Africa (EMEA). The resultant new, highly
individual hotel brand grew rapidly and won a world class reputation for innovation, design and
service concepts: many more recent Radisson SAS hotels are “new breeds” – contemporary
flagship properties with iconic architecture and bold design solutions - that have become
increasingly synonymous with the brand.
The name change was announced today, Wednesday 4 February 2009, at the Grand Opening
party of the first Radisson Blu: the stunning Radisson Blu Hotel, Zurich Airport.
Rezidor President and CEO, Kurt Ritter, said: “We’re extremely proud to hoist the Radisson
Blu flag. After many, very successful years with SAS, we are eager to start cruising high on our
own. And we’ll fly the flag in an ever growing number of destinations.”
Radisson Blu’s Senior Vice President and COO, Thorsten Kirschke, explained that the change
from SAS to Blu will be a gentle evolution through into 2010. “We currently have more than
200 hotels in operation or under development, so the name change has been designed in such
a way that it’ll avoid any unnecessary disruption but still create an impact.”
Meanwhile Gordon McKinnon, Rezidor’s Executive Vice President of Brands, revealed that the
name Blu emerged as the most natural choice from Rezidor’s intensively researched quest to
find the right new visual differentiator to replace the familiar SAS ‘blue box’.
The name Blu started life as the project’s working title. But it soon became apparent that it
was actually the most natural of choices. It’s simple, it’s short, it’s relevant and we’ve applied it
in a way that adds a certain modernity to the identity without taking it too far,” he said.
“Most importantly it also promotes our specific brand heritage by preserving the graphic ‘blue
box’ which has become the recognised symbol of the distinctive characteristics of the
Radisson brand in Europe, the Middle East and Africa. Radisson Blu preserves the continuity
of our unique brand, while taking it that one essential step forward to more accurately
represent its true position and future ambitions.”
These ambitions were today summarised by Kurt Ritter: “As Radisson Blu, we aim to become
the fastest growing, most innovative and dynamic, upper upscale hotel brand in the world.”
For further information contact:
The Rezidor Hotel Group
Christiane Reiter, Director Corporate Communication
Tel. +32 2 702 9331,