The developers behind the RED brand know their target audience–millennials, and those who think like them–and want to offer a unique experience at a reasonable price point. “Millennials don’t always like to talk to people and there’s a whole DIY component to the brand,” says Rich Flores, vice-president of branding. One of the first thing you’ll probably notice at the Radisson RED is the absence of a front desk. Instead of a centralized place to check-in, “creatives” (what RED calls its employees) roam the lobby in T-shirts, jeans, and sneakers, toting iPads to assist guests.
The hotel’s app is one example. In addition to check in/out functions, keyless entry, and extra pillow or towel requests, the app includes an open forum where guests can communicate with one another and plan outings. Within the hotel, there are levels of security so you can choose what other people can see. When you leave the hotel, that function turns off so you don’t have to worry about being followed.
In addition to its app-centric environment, RED developers are enthusiastic about offering “shareable moments” for guests, such as at the digital wall in the lobby where you can take a selfie and share it on the hotel’s social media platforms with the push of a button.
The RED debuted in the U.S. with its Minneapolis location that opened on Nov. 16. Portland is scheduled to open in 2017 and Miami in 2018. International locations in Campinas, Brazil, as well as Canada, China, Scotland, and South Africa are also in the works.