London’s future art’otel is part of the transformation of Battersea Power Station.
The Radisson Group is in turn part of the large-scale expansion of a contemporary, designer hotel industry, made up of lively lobbies and trendy restaurants and bars. In short, everyone will have recognized the contours of this hotel industry commonly called lifestyle. Already present in this buoyant niche with the Radisson RED brand
, which is booming, the hotelier announced just a week ago that it would be strengthening the offering of its budget and design brand Prizeotel. This brand has had limited growth to date, but is expected to open around 40 hotels in Europe over the next five years.
In addition to these ambitions for contemporary hotels at low prices, the Radisson Hotel Group is going to attack this market from the top, and in the same way: by starting with a little-developed brand that already exists within the Radisson network, art’otel, and whose offer is set to grow rapidly. To do this, Radisson will rely on a strategic partnership with the PPHE group. This real estate and hotel management specialist has long had a master franchise agreement with Radisson for the Park Plaza brand. It was already with PPHE that Radisson developed the first three art’otels in Amsterdam – its current flagship -, Berlin and Budapest. These are all cultural and creative hubs that are now calling for others.
Surfing on the craze for lifestyle establishments among leisure and business travelers alike, the two partners are looking much further ahead, with the ambition of building a portfolio of arty hotels in the world’s major cities. Even before the partnership was unveiled, two projects had been announced in London, the art’otel London Hoxton in 2024, and the other expected this summer, the art’otel London Battersea Power Station. This establishment is part of a vast real estate project revitalizing an icon of the London skyline, a power station on the banks of the Thames immortalized in its time by Pink Floyd on the cover of his album Animals.
Three more projects will be added as part of the PPHE agreement in 2022 and 2023, in Zagreb and Pula in Croatia, and in Rome. ” We are excited to expand our relationship with PPHE and support the growth and evolution of art’otel internationally,” said Federico González, CEO of Radisson Hotel Group. Art’otel combines culture and lifestyle and this bold brand will provide unique opportunities for our guests and owners in this growing upscale segment.
In addition to the art’otel brand, the close relationship between PPHE and Radisson has led to a
strategic development regarding the expansion across Europe of all Radisson brands, with opportunities already identified in Central and Eastern Europe, as well as in Croatia. As part of this, the Grand Hotel Brioni in Pula, one of the country’s best-known hotels, will be rebranded to the Radisson Collection luxury brand in the coming weeks, following a renovation program.
I’m Michelle, and I love to travel. As a former hotel expert for one of the world’s largest hotel chains, I’ve stayed in nearly every type of room imaginable (including many that were not so desirable!). Nowadays, I am fortunate enough to be able to explore the world on my own terms. From international flights to learning different languages, there is nothing too far out of reach!