Rezidor announced this week the opening of the world’s very first Radisson RED hotel in Brussels, Belgium.
Radisson RED is a new hotel philosophy and lifestyle brand that aims to reflect the millennial mindset. Inspired by art, music and fashion, the brand incorporates bold design and breaks the traditional model of hotels. Radisson RED recognises that today’s guests seek a DIY, customisable experience driven by technology. The hotel is operated by The Rezidor Hotel Group which is also headquartered in Brussels. The brand currently has 14 additional hotels under development worldwide.
“Radisson RED is Carlson Rezidor‘s new lifestyle select brand inspired by the ageless millennial mindset. It boasts a forward-thinking design and offers a new guest experience fueled by personal interaction and personal choice. It is a true recognition of the increasingly important role that technology plays in facilitating the best of everyday life – home or away,” said Wolfgang M. Neumann, President & CEO of the Rezidor Hotel Group.
“Today is a great day for us. We are tremendously proud to open the very first Radisson RED hotel in Brussels, Belgium. 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 entire Radisson RED cast is thrilled and all set to showcase a whole new hotel experience to the world,” said Eric De Neef, Chief Commercial Officer of The Rezidor Group.
The new hotel brand appeals to tech-savvy guests by offering a non-traditional experience. Radisson RED is created for millennial travelers, who are thrill-seekers and have an outspoken desire for immediate gratification. They simply don’t understand why some hotels charge extra for high-speed internet, they love small surprises that leave big impressions, they are all about creating connections and sharing experiences, they live and breathe internet and mobile, they love flexibility and expect a cheerful personal touch. Radisson RED aims to deliver on all these expectations.