Sleeper January/February 2015 - Issue 58

what people were looking for either.” Kirschke continues: “The pyramid of demographic segments is literally being turned upside down, and that has massive impact on the way in which hotels are relevant to those new consumers that will soon make up 35% of all travelling population. Those are really significant game changers, and if you add to that the more design-savvy, technology-savvy and demanding consumer, you can’t get to those future customers with a product of the past.”

Radisson Red is both a newbuild and conversion product, set to appear in metro cities, resort destinations, and as part of mixeduse projects in both urban and suburban locations. The first signed property is Radisson Red Shenyang Hunnan in Northeast China, 300key newbuild that forms part of a twin hotel development.

There are also plans to convert properties in the United States and Europe, which could be among the first to open. Kirschke says: “There will be a period of 6-12 months starting Q4 2015 where we will probably be able to get the first 10 or 12 properties to the market in quick succession. And that’s just the beginning; Carlson Rezidor hopes to have 60 properties operating globally by 2020.

Building on the success of Radisson Blu, Radisson Red sees the emergence of well-designed upscale hotels that come with an affordable price tag. There is a focus on art and technology for the connected consumers, with open ‘Hi All Gallery’ on arrival and keyless mobile check-in. McKinnon explains: “We are not for a minute saying we are reinventing the wheel, but a lot of the cornerstones that you would normally expect in a room have gone. So the desk and office chair have gone, replaced by table and chairs and a comfortable sofa.

There’s different technology in terms of accessibility as well, so it’s all about bringing your own device and accessing your own content.”

In the renderings revealed by the brand, a giant, sleek white honeycomb in the public areas takes centre stage, acting as a focal point to gather, sit, socialise and take in the art. The art theme continues upstairs in the ‘Studios’, allowing sufficient space to sleep, relax, play work and eat, while the exterior façade is a gallery in itself, with graphic, striking, modern architecture.

Although each property has been intentionally designed to be consistent in its approach, there are elements that inject a local flavour, giving the impression that each hotel is unique. In the guestrooms for example, walls double as a canvas, with digital art allowing guests to select their own wallcoverings.

Facilities that will feature in every hotel include the ‘Ouibar’ and ‘Redeli’, designed for simple food that can be eaten on the go, ‘Redface’ gym, ‘Meet Event Studios’ and ‘Big Connect’. Optional features include a pool, quiet zone and ‘Van Rouge’, a mobile deli service. Guestrooms will be 29m2 minimum with at least 100 rooms per hotel.

The birth of Radisson Red will be interesting, seeing how its nonconformative approach appeals to the market beyond the milliennials.

And its commercial viability certainly sounds attractive. Kirschke concludes: “It is an upscale product by design and quality but it comes at a much lower construction cost driving higher operating margins with a guest experience that is in no way inferior to the traditional full service model.”