Radisson wants to paint the towns red

Spurred by the changing demands of the Millennial Generation, Carlson Rezidor is introducing its new lifestyle brand to China that aims to deliver a guest experience focused on "choice, personal interaction and technology".

Targeted at those born between the early 1980s and the early 2000s, which the hotel group says will make up 50 percent of global travelers by 2020, Radisson RED emphasizes connectivity, openness and interaction.

"Radisson RED is bold, alive and design-driven," says Thorsten Kirschke, Asia-Pacific president of Carlson Rezidor. "We 'break down' the walls of traditional hotels so that instead of separate areas such as the lobby, restaurants, bars and meeting spaces, they are integrated into one multifunctional design solution that forms a flowing 'social hive'."

For example, the brand's signature food and beverage outlets form a free-flowing space where guests can enjoy locally sourced, sustainable food that is inspired by street fare, served simply and efficiently.

Touches of clean-line Scandinavian design are evident in the guest rooms with efficient, modern, yet functional furniture pieces - highlighted by replacing the conventional desk with RED's signature picnic table.

"Carlson Rezidor continues to be committed to China and as such we are striving to grow our two anchor brands Radisson Blu and Radisson RED across not only primary cities, but also tier-2 and tier-3 cities across the country," says Kirschke.

Radisson Blu hotels cater to a more traditional market, affluent individuals, families and corporate travelers, with what the Kirschke describes as "iconic and stylish properties with a distinctive 'Yes I can' service ethos".

The younger sibling has two properties in China at present, both of which are due to open within the next 15 months. The first, Radisson RED Shenyang in Liaoning province, is due to open in the second quarter of next year, and the company signed a management agreement for Radisson Red Guangzhou South Station on Jan 15, which is scheduled to open in the first quarter of 2018.

"We are very pleased to partner with Carlson Rezidor. We are confident that Radisson RED Guangzhou South Station will be a great success," said Marco Li, CEO of Guangzhou ROFO Real Estate Development.

This is the brand's fifth property in the Asia-Pacific, and the company is looking at signing two more Radisson RED hotels in China this year.

Having lived in Beijing during 2000, Kirschke has seen for himself how China has rapidly evolved, and says the company has confidence in the Chinese market.

"We believe wholeheartedly in not only doing business in China, but doing business with China," says Kischke. "Whether that be a single hotel management agreement or a multi-property portfolio across our various business models."

He says the new-concept Radisson RED is also designed for investment success for hotel owners, as "its profitable model with innovative, cost-efficient architecture that takes less to build and run and ultimately, yields higher margins."

The Carlson Rezidor Hotel Group has seven global brands with 1,370 hotels operating in 110 countries. It has 91 hotels in the pipeline in the Asia-Pacific.

lindsayandrews@chinadaily.com.cn

(China Daily 02/06/2016 page10)