Brussels, Belgium – 10 November 2016
Millennials 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? Millennials want to know what’s happening locally, by locals and for locals. Hotels are for tourists, they think. millennials 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 millennial 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.