Courtesy Radisson

Hotel chain Radisson has opened the doors on its Radisson Red concept, a lifestyle brand geared to Millennials that is inspired by art, music and fashion. Its first location is in Minneapolis.

The new brand appeals to younger customers with bold design and customizable experiences enhanced by technology. The RED app allows guests access to their room, the ability to request services, order and pay for food and drinks, connect with other guests and more. This Hospitality Net article spells out how the hotel chain is working to lure millennials, with tips that could apply to the home building industry as well.

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.

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