Brand guide

2018

Brand pillars

A happy place to be

Positive, inviting, connected

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.

Selling line Adding Color to LifeSM

Value

proposition

Positioning Upper midscale, full service hotels located in capital cities,

around economic and tourist hubs, and conveniently situated

near airports and railway stations

Essence

Audience The switched on, frequent traveler looking for a hotel that

they – and their wallet – can rely on for quality sleep and

personalized experiences

Brand platform

Brand pillar: positive

Brand pillar: inviting

Brand pillar: connected

Experience to deliver by area

Key spacesOur 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

3. Guest Rooms

› Guest rooms and suites

› Bathrooms within guest

rooms

4. Meetings & Events

› Meeting spaces

› Function and ball rooms

› Pre-function areas

5. Wellness

› Fitness room

› Pool area

› Wellness facilities

Key brand experiencesPark Inn by Radisson offers a series of key elements to offer the guest

a unique value proposition.Sleep Well

(mattress, bedding, LED headboard)

Park Inn

SignaturesRefreshing

experience(shower, toweling,

amenities)

All Day Eats &

Treats(minibar, Hungry Kiosk or

room service; treats)

Energizing

Breakfast

Be Connected(Free Easy WiFi,

live-inn room)

Feel at Ease

Offering a choice or experiences to help guests feel at ease

Experience the Locale

Offerings that are true to a locale

Enjoy Memorable Moments

Creating a happy place to be through personal recognition, spontaneous surprises and thoughtful gestures

Brilliant Basics

Consistently delivering the essentials

Experiences to deliver

Guest rooms

Colorful and flexible rooms for a

stress-free sleep experience

• 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

Meetings & Events

Collaborative environments for

groups of all sizes

• 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

Wellness

Fitness and Wellness facilities

for active enjoyment

• 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

Social spaces

Inviting spaces that allow guest to

meet, mingle, work or relax

• 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

Food & Drink

Accessible and locally relevant

dining options

• 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

Key brand experiences to deliverKey brand experiences

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

Sleep well

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

Refreshing experience

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

Energizing breakfast

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

All Day Eats & Treats

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

Be Connected

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

Park Inn Signatures

Guest experience

attributePre-Stay Stay Post-Stay

Park Inn has a strong value proposition offering a differentiated and compelling guest experience.

Brilliant Basics

Enjoy

Memorable

Moments

Experience

the Locale

Feel at Ease

Confirmation

Email

Park Inn App Blog F&D Concepts

All Day

Eats & Treats

Superior Room

Offerings

Website &

Discovery Videos

Rain Show er USB Outlets

Fitness

Pre-arrival Email

#runinn

Routes

Energizing

Breakfast

Bedding

Park Inn App

Services

Adjustable

Bedside Table

Social Media

Loyalty Program

HairdryerMattress, Pillow s

& BeddingMagnifying

Mirror

Blackboard

Wall

Be Connected

live-inn room

Concept

Amenities

Tow els

C/I Online &

Choose Your Room

Welcome

Corner

Online Express

Check Out

Social

MediaCustomer

Comms

Blogs

Experience value proposition

Instant messaging

Brand expressions

Branded amenities (visuals tbd)

Robes/Slippers Digital SoftwareIn-house Items

Stationery TreatsBathroom Amenities

Flyers

In-room items

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.