The Edwardian Group is celebrating their rebranding to Radisson Blu Edwardian, beginning with its property in London.

The move follows a recent decision for the group of thirteen hotels in London, Guildford and Manchester to align with the Carlson Rezidor Hotel Group.

The agreement comes after months of discussion and is aimed to improve the group’s visibility, aligning Edwardian with a brand recognised world-wide.

Despite the re-branding, the hotels remain independent without any change in ownership.

Commenting on the joint venture, Paul Mansi, chief operating officer of Edwardian Group stressed that, despite adopting an overarching name, the group has not lost its own identity.

“Edwardian, London captures the spirit of the group centred in and totally connected to the most vibrant city in the world.

“Our individual personality, vibe, influences and innovative way of presenting our hotels is inspired by the capital,” he explained.

“Radisson Blu is one of the world’s fastest growing upscale hotel brands,” he continued.

“We are aligning with a vigorous, dynamic group with new iconic hotels such as the Radisson Blu Aqua in Chicago and the Radisson Blu Mall of America in Minneapolis which the Carlson Rezidor Group have invested heavily in as part of the development of their own brand.

“By aligning ourselves in this way we gain vastly greater visible presence, remove a source of potential confusion for our customers, gain strength in numbers and create a stronger identity especially in Europe. In brief, it’s good for business and good for the brand.”

Mansi stressed that the re-branding decision would not see any changes to the high levels of hospitality and the quality standards that are a by-word at Edwardian.

“Service, quality and a “can do” attitude are at the very heart of Edwardian and Edwardian remains at the heart of our new name,” he concluded.