Radisson Red is appealing to millenials by breaking the stuffy hotel stereotype
Millenials are not really interested in hotels. They're interested in exchanging via Social Media and AirBnB. The sharing economy has of course put a dent in the traditional hotel industry, with many big chains attracting an older, wealthier generation, whilst younger people opt for the more economic solution of paying to stay in someone else's home.
So what's the benefit, apart from the obvious difference in price tag? Millenials want to know what's happening locally, by locals and for locals. Hotels are for tourists, they think. millenials want genuine experiences, while hotels are sterile and stuffy. Millenials value culture and spontaneity over stability and safety, meaning traditional hotels don't offer enough opportunity or excitement for them.
But the stereotype of hotels as bland and boring is changing, and the new chain of Radisson Red are leading the field. Appealing to the "ageless millenial mindset", this re-vamped branch of the renowned hotel group is casting its net to incorporate more art, music and fashion into its services and offerings.
Marketing itself as a "lifestyle select brand", it implements a bold colour scheme in its branding and fit-out, with red being the optimum colour to make it's patrons feel "alive", and promising that a "reality check for hotels". With branches in creative hot-spot Brussels and new hotels opening this year in Sao Paulo and Minneapolis, Radisson Red's hotels focus on communal spaces that flow, such as the bars and lobbies, cultivating a shared environment that people look for in temporary accommodations within the hotel itself. Another big seller is their limited customer service, the idea being that everything from extra pillows to the mini-bar is available on the Radisson Red app, specially developed for the chain.
According to TOPHOTELPROJECTS, 17 new properties are currently in the pipeline. Especially in Asia (8 projects) and America (6 projects) the new Radisson Red brand is about to attract the interest of young travellers.
TOPHOTELPROJECTS collects and manages data on hotel projects and chains worldwide and offers their clients a comprehensive overview of new projects and refurbishments, as well as renovations and other building projects in the hotel industry. Besides the actual number of 5,000 hotel projects worldwide, the database also lists more than 2,000 hotel chains.
More information is available at:www.tophotelprojects.com
contact: Jule Grass | [email protected] TOPHOTELPROJECTS GmbH Jeersdorfer Weg 20 27356 Rotenburg Wümme (bei Bremen) Telefon: 04261 4140 0 – Fax: 04261 4140 400
keywords: hotel construction, hotel development, hotel project, new hotels, hotels, resorts, hotel brands, hotel operators, hotel chains, luxury hotels
Jule Grass
Marketing Manager
+49 4261 4140 309
TOPHOTELPROJECTS
