Brand guide 2018
Brand platform Positioning Essence Audience Upper midscale, full service hotels located in capital cities, around economic and tourist hubs, and conveniently situated near airports and railway stations A happy place to be The switched on, frequent traveler looking for a hotel that they and their wallet can rely on for quality sleep and personalized experiences Value proposition Brand pillars Park Inn by Radisson delivers stress-free experiences, good food and upbeat environments. We positively lift our guests moods for a happy stay with clever use of color; inspired, contemporary design; and friendly, personalized service with surprising, feel-good extras. Positive, inviting, connected Selling line Adding Color to Life SM
Brand pillar: positive
Brand pillar: inviting
Brand pillar: connected
Experience to deliver by area
Key spaces Our key spaces cover each of the main guest-accessible areas common to hotels across the Park Inn by Radisson portfolio. Our five categories social spaces, food & drink areas, guest rooms, meetings & events, and wellness spaces each play a different, yet equally important, role in the guest journey. 1. Social Spaces Hotel lobbies and atria Meet Inn by the hour Corridors, lifts, vestibules and other transition spaces 2. Food & Drink Bars & restaurants Restaurant concepts Open kitchen live-inn room Hungry kiosk with seating 4. Meetings & Events Meeting spaces Function and ball rooms Pre-function areas 5. Wellness Fitness room Pool area Wellness facilities 3. Guest Rooms Guest rooms and suites Bathrooms within guest rooms
Key brand experiences Park Inn by Radisson offers a series of key elements to offer the guest a unique value proposition. Sleep Well (mattress, bedding, LED headboard) Feel at Ease Offering a choice or experiences to help guests feel at ease Experience the Locale Offerings that are true to a locale Park Inn Signatures Refreshing experience (shower, toweling, amenities) Be Connected (Free Easy WiFi, live-inn room) Energizing Breakfast Enjoy Memorable Moments Creating a happy place to be through personal recognition, spontaneous surprises and thoughtful gestures Brilliant Basics Consistently delivering the essentials All Day Eats & Treats (minibar, Hungry Kiosk or room service; treats)
Experiences to deliver Social spaces Inviting spaces that allow guest to meet, mingle, work or relax Food & Drink Accessible and locally relevant dining options Guest rooms Colorful and flexible rooms for a stress-free sleep experience Meetings & Events Collaborative environments for groups of all sizes Wellness Fitness and Wellness facilities for active enjoyment Inviting seating arrangements with different shapes and sizes Communal, open spaces that allow for eating, working and socializing Private seating arrangements for informal meetings Welcoming journey from lobby to guest rooms Open spaces that make dining part of a social experience in a way that is outside of the ordinary Hungry Kiosk with defined seating for quick and easy meals Centrally located bars that create a warm and enjoyable ambiance LED integrated headboard light that guests adapt to fit their mood Adjustable bedside tables that provide a casual working or dining solution Defined work area with comfortable desk and chair Colorful ceiling and shower glass or shower wall for cheerful surroundings Multi-functional and flexible spaces for a variety of room layouts Signature blackboard wall for group brainstorming Constant connectivity with latest AV technology and free Wifi Easy to eat food & snacks designed to make smiles Spaces that allow for effective and individualized work outs Vibrant colors ensure an energizing experience Natural lighting where possible for stream in daylight for a reviving atmosphere
Key brand experiences to deliver
Sleep well A choice of pillows, cozy bedding and cheerful surroundings effortlessly work together to help our guests dream in color: Comfortable mattress and duvet Two pillows per guest (firm and soft) Soft, crisp white linen LED headboard with adjustable mood lighting
Refreshing experience Bathroom standards that revive our guests in colorful surroundings that lift their mood: Rain shower with separate hand-held head Refreshing bathroom amenities Soft toweling Colorful shower glass or wall Magnifying mirror High quality, hand-held hairdryer
Energizing breakfast An inviting breakfast buffet with an abundance of choice and healthy options shaped by a mix of the senses: Fresh pressed juices, local ingredients and seasonal offerings Contemporary eating with no additional added sugar or heavily processed products Bike basket fruit for food on the go Balances environmental wellbeing by reducing food waste and lowering our carbon and water footprint On-trend food types, with organics, superfoods, locally relevant hand-held options and signature noodles
All Day Eats & Treats Park Inn by Radisson is flexible to the different dining needs of our guests and the need have 24 hour service, so every hotel finds a way to offer food all day every day: At least one food option with 24 hour availability at each hotel Minibar, room service or Hungry Kiosk offering Sweet treats at reception
Be Connected A segment-leader by offering free Wifi for all of our guests in every area of our hotel, we encourage connectivity through the design, seating and hardware of our live-inn room Available to all hotel visitors (guests, conference delegates and outlet customers) live-inn room social area that goes beyond a lobby to encourage social and online interaction (plugs, headsets, earplug dispenser, work area) Food & drink service for flexible dining Chargers and adapters are available
Park Inn Signatures Colorful, signature touches for that allow for hotel and guest customization: Alcove high back sofas Meeting room blackboard walls Colored ceiling Adjustable bedside table LED headboard with integrated LED mood light Colored wall or glass shower screen Communal table at the bar
Experience value proposition Park Inn has a strong value proposition offering a differentiated and compelling guest experience. Guest experience attribute Pre-Stay Stay Post-Stay Feel at Ease Confirmation Email Instant messaging C/I Online & Choose Your Room Welcome Corner Be Connected Fitness Superior Room Offerings Park Inn App Services Loyalty Program Experience the Locale Energizing #runinn live-inn room Park Inn App Blog F&D Concepts Breakfast Routes Concept Social Media Enjoy Memorable Moments Website & Discovery Videos Bedding Blackboard Wall Adjustable Bedside Table Amenities All Day Eats & Treats Brilliant Basics Pre-arrival Email Rain Show er Hairdryer Magnifying Mirror Mattress, Pillow s & Bedding Tow els USB Outlets Online Express Check Out Customer Comms Social Media Blogs
Brand expressions
Branded amenities (visuals tbd) Flyers In-house Items Robes/Slippers Digital Software Bathroom Amenities Stationery In-room items Treats
Signage and wayfinding
2018 Radisson Hotel Group. All Rights Reserved. Park Inn by Radisson, Park Hospitality LLC. 701 Carlson Parkway, Suite 200, MS 8254, Minneapolis, MN 55305. This offering is made by prospectus only. Minnesota Franchise Registration Number F-4054.