Radisson Hotel Group (RHG) and PPHE Hotel Group (PPHE) – RHG’s exclusive partner for its wholly owned Park Plaza brand in Europe, Middle East & Africa – has unveiled the first phase of the rollout of a new Park Plaza brand identity.

Following a significant investment programme that has seen the Park Plaza portfolio bolstered by four new openings since 2015, the extensive repositioning of two hotels in 2018 and several additional repositioning programmes at final stages, PPHE has truly elevated the Park Plaza portfolioto be a stylish hospitality product, with reimagined spaces and critically acclaimed destination restaurants and bars.

Now firmly positioned as an upper upscale international brand, the new brand identity is fully aligned with the contemporary and high-quality product.

The brand identity redesign exudes style and sophistication, reflecting the brand’s deep understanding of its guests and the locale in which each property inhabits. Underpinned by three key pillars – authentic service, contemporary spirit and local hotspots – the update cements its commitment to giving each guest a real and genuine experience through elegantly appointed and distinctively designed hotels with vibrant restaurants and bars that exude a buzzing social atmosphere.

The new brand identity, which is now live across all digital platforms including the website and social media channels, is supported by a new logo inspired by the authentic and sophisticated spaces embodied by properties within the Park Plaza portfolio.

RHG and PPHE continue to develop the brand’s hallmarks, with recently introduced guest experience initiatives such as the introduction of a heightened sleep experience through luxury bedding and linen, a dedicated scent programme, the creation of social destinations and hotspots where the local community and guests mix in lively environments with a compelling entertainment offering. Additional features of the brand include its progressive approach to design, lighting and ambiance.

“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," says J. Gonzalez Tejera, President & CEO of Radisson Hospitality AB and Chairman of Radisson Hotel Group Global Steering Committee.

"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.”