Introducing Radisson Red—the first contemporary, purpose-driven hotel brand. It’s a bit of a tech meets Piet Mondrian blitz, designed to accommodate the Millennial mindset. Rose Anderson, Radisson Red’s VP of branding, says the highly attitudinal hotel will be an appealing option to travelers seeking a meaningful, non-procedural environment. It’s a bold, if not topsy-turvy notion for a hotel that is clearly moving toward automation, but one that Anderson believes is the linchpin in meeting the needs of Millennial travelers. Given that Millennials represent 21% of all US spending, the guest experience at Radisson Red is sure to match the investment experience.
“Millennials crave meaningful exchanges,” remarks Anderson. “We’re handing over check-in, food and drink purchases and other areas where human interactions tend to be procedural to technology.”
To this end, Radisson Red will roll out the Red App, which along with the above, will allow guests to manage personal preferences, profiles and environments within the 150-ish guest rooms. Meaningful interactions can be found in art-centric guest connect spaces. Flexible event studios foster work and play, with space easily arranged for individual components.
Much of the hotel’s eclectic design springs from research that suggests Millennials are more independent, down to earth and tech-savvy than previous generations, which is to be expected from a generation that is, by all standards, comprised of digital natives. They’re the only generation that has required little adaptation to the technological era. And, though definitely not wanting to position Radisson Red as a sister luxury brand to Radisson Blu, Anderson says the Millennial definition of luxury also plays into the concept.
“The perception of luxury has been changing over the past few years. Luxury is time—it’s choice and expectation. And technology facilitates time; it facilities choice and expectation.”
Radisson Red’s mindfully interactive hotels will debut simultaneously in the Americas, Europe, the Middle East, Africa and Asia Pacific next spring.