Dingli Yao Myongjee Yoo HRT 302 July 12, 2016 1.Article: New Radisson RED brand debuts in Brussels Carlson Rezidor’s new Radisson RED hotel brand has made its debut in Brussels. Radisson RED, Carlson Rezidor's new brand for Millennials, has debuted in Brussels. (Photo: Soren Dam Thomsen) The 149-studio property is located in the center of this European capital, which was recently rattled by a brazen terrorist attack at its airport and a metro station. Carlson Rezidor Hotel Group reiterated its commitment to the city. “We are tremendously proud to open the very first Radisson RED hotel in Brussels, Belgium,” said Eric De Neef, Chief Commercial Officer of The Rezidor Group, a part of the Carlson Rezidor Hotel Group. “It is a clear statement of our trust and commitment to the European capital, whose love for fashion, music and art has inspired us to create a stunning addition to this great city.” The Radison RED brand, which was launched in 2014, is a lifestyle product geared toward Millennnial travelers, those in their 20s and early 30s whose purchasing power is increasing. Another 14 hotels are in development. By 2020, Rezidor plans to have 60 Radisson REDs. USA TODAY The architects of the brand describe Millennial travelers as “thrill-seekers” who have “an outspoken desire for immediate gratification.” They want fast and free Wi-Fi, they want to create connections and share their experiences on social media, they live by their mobile phones, and they crave flexibility. As a result, the architects paid close attention to design and technology. “It boasts a forward-thinking design and offers a new guest experience fueled by personal interaction and personal choice,” said Wolfgang M. Neumann, President and CEO of The Rezidor Hotel Group. “It is a true recognition of the increasingly important role that technology plays in facilitating the best of everyday life – home or away.” Hotel employees, called RED Creatives, were recruited though social media. They will not work behind front desks. Instead, they will greet guests while carrying tablets to help facilitate check-in. Guests will be able to use the RED App on their mobile devices to check-in and check-out. They can also order food and drinks and get news about the hotel and the city through the app. They can get food on the go at the OUIBar + KTCHN. Modern art is on display. And guests will have access to a pool table, table tennis table and a fitness room. Many other hotel companies have introduced new hotels to appeal to this so-called “Millennial Mindset.” Hilton recently launched Tru, Marriott has the AC Hotels, and Best Western has GLo. http://www.usatoday.com/story/travel/roadwarriorvoices/2016/04/19/new-radisson-red-brand-debutsbrussels/83203338/ Brand: Radisson RED Strategies on the product:  “It is a clear statement of our trust and commitment to the European capital, whose love for fashion, music and art has inspired us to create a stunning addition to this great city.”  Hotel employees, called RED Creatives, were recruited though social media. They will not work behind front desks. Instead, they will greet guests while carrying tablets to help facilitate check-in.  They can get food on the go at the OUIBar + KTCHN.  They want fast and free Wi-Fi, they want to create connections and share their experiences on social media, they live by their mobile phones, and they crave flexibility. Distribution channels (place): RADISSOM RED NRISSELS & RADISSON RED MINNEAPOLIS Promotions:  164 Studios  Free high speed Wi-Fi  1000 sq ft Events& Games Studio  OUIBar+ KTCHN  Red Fitness  Outdoor patio  On-site parking Price: Upscale Level 2. Brief overview of the hotel brand you selected.
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