Relying on a design designed by Karim Rashid and tight prices, the mid-range brand Prizeotel, from the Radisson group, intends to develop its lifestyle offer in Europe. 45 new signatures are expected by 2025.
Ultra-colourful interiors, furniture with curved lines, pepsy rooms: more cheerful than pure, the prizeotel brand offers its customers a contemporary atmosphere. An inspired hotel at tight prices, aligned with the concept of “designocracy” advocated by its appointed decorator, Karim Rashid. Co-creator of the brand with German hotelier Marco Nussbaum, the Canadian-Egyptian-New York designer oversees everything from teaspoons and chairs and sofas to guest rooms and coworking areas, giving hotels a unity of tone and spirit.
Since its beginnings in 2009, in Bremen, Germany, this brand oscillating between the economy and the mid-range has followed a pace of development as gentle as its room prices. Its second establishment only appeared in 2014, still in Germany, in Hamburg. But, with the gradual rise of the Radisson group in its capital, first as a minority shareholder, then as a full owner since 2019, its expansion should accelerate. Especially since its positioning is buoyant, the brand adding a lifestyle card alongside the more upscale Radisson RED.
In 2022 alone, prizeotel had three openings: two in Germany – in Bonn, with a 214-room hotel topped by a sky bar overlooking the Rhine, and in Münster, with a 195-room establishment directly connected to the train station -, but also a first hotel in Austria, in Vienna. Here too, the situation is ideal for business travellers, the prizeotel Vienna-City, with 293 keys, being integrated into the real estate development surrounding the new railway station, the “Quartier Belvedere”.
Prizeotel Prepares Its Design Offensive in Europe
In addition to Germany and Austria, prizeotel is also present in Switzerland, in Bern, and in Belgium, in Antwerp, and probably soon in the United Kingdom and Ireland. While Prizeotel now has a dozen establishments, 45 new signatures are expected soon. “We aim to more than double the current portfolio in the next five years,” said Elie Younes, executive vice president and chief global development officer of Radisson Hotel Group. Among the projects already announced, hotels in Dortmund and Dresden in 2023, in Bochum in 2024, then in Berlin in 2025.
In tune with the times through its design, the brand is also up to date through its environmental involvement. From 2023, all stays in a prizeotel will be 100% carbon-free, using the latest technologies in particular to ban the use of paper and cash. In addition, the prizePromise is aligned with the Radisson Group’s sustainable strategy, on its way to its “Net Zero” objective by 2050. As part of this, newly built prizeotels will be certified green, while hotels undergoing conversion will have a dedicated plan to improve the environmental performance of the building.
This article is originally published on voyages-d-affaires.com
