Radisson SAS re-brands as Radisson Blu

Radisson SAS is changing its name to Radisson Blu. This is to reflect the end of Radisson’s links with the SAS Group following Rezidor’s IPO in November 2006, according to the worldwide hotel group. The group marked the name change with the opening of a new Radisson Blu hotel at Zurich Aiport.
Radisson SAS was created in 1994 when SAS International Hotels merged with the Radisson brand in Europe, the Middle East and Africa.

Rezidor CEO, Kurt Ritter, said that it was an important step forward and hoped to increase the number of hotels around the world.

“After many successful years with SAS, we are eager to start cruising high on our own,” he said.

There are currently more than 200 hotels in operation or under development and the company said that the name change would avoid any unnecessary disruption, but still create an impact.

Gordon McKinnon, Rezidor’s vice president said the name Blu emerged as the most natural choice from their search to find the right visual symbol to replace the familiar SAS ‘blue box’.


“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,” he said.