Carlsons

Carlson is an international corporation with investments in restaurants, hotels, resorts, and a travel agency (Richards & DeMicco, 2015). Through its flagship brand, Radisson Blue, the company targets the modern traveler who enjoys a sophisticated décor and ambiance, sleek dining, as well as an excellent customer service. Its other entity, Carlson’s Country Inn and Suites, targets patrons who desire a secluded, relaxed, and down-home experience. This branch is divided into Radisson RED, the Quorvus Collection, and the Carlson Wagonlit Travel (Richards & DeMicco, 2015). Radisson RED is aimed at the urban traveler who values technology and personal preference-based experiences. On the other hand, the Quorvus Collection is designed for the premium

To begin with, service differentiation is one of the strengths of the Carlson Brand. Specifically, the firm differentiates its products and services by quality and ensures that it has the highest standards in the hospitality industry. In this way, the business targets the high-end traveler and charges high prices for the services. Digital hospitality is the second strength of the firm. Carlson uses digital hospitality to expand to new areas of operation. Carlson’s brand loyalty program is another competitive advantage, which brought in two million new clients in 2013. Lastly, the firm pursues an aggressive international expansion policy. More precisely, it has added new properties in the growing regions of the world such as China, other countries in Asia, Brazil, Russia, and

Africa is one such regions due to the availability of natural resources, a growing middle class, a high demand for quality hospitality facilities, and the presence of improved infrastructure (Africa Business, 2016). Such an option is suitable for Carlson because there is little competition and big potential for growth in all the segments of its operation. More so, it is easier to implement Carlson’s business structure because it does not require a complete change in the business’s operation model. However, Carlson would face several challenges if it decides to expand to Africa. Firstly, it has to adapt to a new culture in Africa. Secondly, the firm would invest many resources to develop facilities that are in line with the region. Most significantly, it must know the culture of the people and offer the right services that they require. Alternatively, Carlson could increase its operations in European states such as Russia and Germany. Most convincingly, such a decisive move is informed by the economic upturn in these countries since the recession of 2008.

Carlson could also add a premium hotel experience. This strategy stems from the high demand of luxury accommodation for the increasing number of the super-rich travelers in the world. In this regard, its Quorvus Collection is one of the best performers in the premium travel, and hence, the company should seek to increase