Research Key to Carlson Realignment

Carlson Hotels, whose brands include Regent International Hotels, Radisson Hotels & Resorts and Park Plaza, has announced the creation of a dedicated research and development team as part of a move to a customer-centric strategy. Three senior appointments support the move.

Carlson Hotels Worldwide – The Americas (CHAM) will also add a guest experience and brand standards area.

Kevin Hanstad joins as VP of Customer Research & Insights; Bret Smith, formerly VP of Construction, takes the new role of VP of Product & Design; and Jim Grimshaw is promoted to VP of Guest Experience and Brand Standards.

Hanstad leaves Research International, where he served as Vice President for four years. Prior to this he was VP of Marketing at United Heath Group, after nine years in MR roles at Pillsbury, on brands such as Haagen-Dazs, Old El Paso, Green Giant and Totino's.

In his new role, he will lead the development, deployment and management of a customer research strategy to improve understanding of customers to better meet their needs. In 2006 this will focus on a new guest room design for Radisson, and in 2007 on guiding the company's move from mass advertising to more targeted marketing.

Smith's new role will entail 'centralizing capabilities of product and design, providing more consistency in how the brands are physically expressed in the marketplace'. This includes a range of areas from architecture and planning and interior design services to F&B program planning and the development of new prototype designs. Earlier in his career, he established Property Development Resources and worked at InterPacific Group's Hotels and Golf Course Development Division.

Grimshaw's new role involves development of guest experience management strategy and responsibility for the quality execution of brand programs resulting in increased owner/operator and guest satisfaction. He has 21 years' experience in the hotel industry and 13 years with Carlson Hotels, most recently serving as the Senior Director of Franchise Operations.

Carlson Hotels President Yvonne La Penotiere, to whom both Hanstad and Smith will report, says the firm is taking 'a holistic look at how our guests experience our hotels. With solid data to drive our decisions, we will develop new prototypes for Radisson and evolve our older Country Inns & Suites. The realignment of our teams around the customer is key to our ability to excel in this rapidly changing and dynamic hospitality marketplace.'

The Minneapolis-based group runs 935 hotels in 70 countries. Its other major brands are Country Inns & Suites By Carlson, and Park Inn. The group is online at www.carlson.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.