Radisson Seven Seas Cruises changing name to Regent
March 09, 2006
Say goodbye to Radisson Seven Seas Cruises. Well...sort of. The ships, the service, and the luxury sailings will remain. Other than some special improvements to the ships, the only thing changing is the name. The cruise line’s owners unveiled a name change, which is designed to bolster the company’s image as a luxury brand.
Make no mistake about it Radisson Seven Seas Cruises is a luxury cruise line of the highest order, but it’s moniker, according to its parent company, Carlson Cos., of Minneapolis, connotes a middle-market brand. Therefore, Radisson Seven Seas is merging with its Regent Hotels subsidiary, an upper-end resort chain that is expanding exponentially in Florida.
Though relatively obscure in the United States, Regent is well known as a luxury resort overseas. Its eight hotels include five in Asia, two in Europe, and one in Beverly Hills, California.
The company hopes that by casting away the Radisson brand in favor of the exclusive Regent moniker, the customer for its cruises will focus on the luxury that Carlson has been building into its ships.
Marilyn Carlson Nelson, Carlson Cos. chairman and CEO, made the name change official March 7. The cruise line will now be called Regent Seven Seas Cruises, leaving behind the previous name, Radisson Seven Seas Cruises, which had served the operation from its founding in 1992.
"Our acclaimed cruise line is evolving to a new higher level," said Jay Witzel, president and CEO of Carlson Hotels Worldwide and Carlson Cruises Worldwide, which owns Radisson Seven Seas Cruises.
In announcing the realignment, Carlson executives announced a fleetwide upgrade to the Regent ships and stepped up the firm’s commitment to the global luxury market. There will be a renovation of suite design, decor, amenities, and technology on the ships.
So, the next time you visit Cruise Network, look for Regent Seven Seas Cruises instead of Radisson Seven Seas Cruises. Neither they, nor we, have changed the commitment to offering the best service around.
