Today's Hotelier - November 2017 - 29

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in guests via an iPad. However, Anderson says identification
requirements differ by countries, so in some global locations
guests will still need to check in with a team member's assistance at the pod area, which allows for a casual interaction.
"The pod is a replacement for the physical desk, which
formalized the process. The pod makes it free-flowing, and
staff can interact better. They can walk around and interact
with the guests," Anderson says.
Color: For a brand named after a color, it would be remiss if
that color weren't prominent in the design. As such, the color
red plays a huge factor in the brand's design, Anderson says.
Local flare: "Customers today don't want cookie cutter and
the same thing wherever they go," Anderson says. "They want
to discover the places they visit; even if they are on a business
trip they want to know the local environment."
That philosophy inspires the design, especially when it
comes to art. For example, comic strips were born in Brussels,
so the RED hotel there centers its art on them.
"The art direction informs the design of the whole hotel.
There's local flare, creating something fun and a casual environment that is unique and different," Anderson says.

PHOTO COURTESY OF RADDISON

he Carlson Rezidor Hotel Group introduced the color
RED to the world last year with its first hotels opening
in Minneapolis and Brussels. While the brand plans for
60 hotels in 60 cities by 2020, the two hotels open now illustrate to owners and guests the unique proposition for RED.
The demographic: Age doesn't play a factor so much as does
the mindset of the target guest, says Rose Anderson, vice president of global branding and innovation for Carlson Rezidor.
"The millennial mindset is what's behind the whole philosophy of the brand experience and essence," she says. "It's
very much the behavior of the millennial, and it's driving the
lifestyle approach."
Public spaces: Anderson says the traditional hotel lobby is
a sterile environment that allows for little interaction with
front-desk associates stuck behind a desk. Radisson RED fixes
that problem, doing away with the front desk and instead
offering a free-standing pod area. Guests do not step into a
traditional lobby, but rather a "social space," she says.

"They are stepping into an environment with a certain
vibe to it with gaming going on. The bar area is immediately
visible, and it has a certain atmosphere where something is
happening," Anderson says.
Check-in: Guests can choose to check in electronically and
receive a mobile key that allows them to go straight to their
rooms. In the Minneapolis location, a team member can check

PHOTO COURTESY OF RADDISON

Raddison RED bar in Minneapolis

Raddison RED Lobby in Brussels
TODAYSHOTELIER.COM | NOVEMBER 2017 | 29


http://www.TODAYSHOTELIER.COM

Table of Contents for the Digital Edition of Today's Hotelier - November 2017

Letter From the Chairman
Letter From the President & CEO
The Perfect Storm for Hotel Owners
Design That Brings People Together
New Brands Design for a New Kind of Hotel Experience
Time for a Group Sales Tune Up
AAHOA Interview
Marketing
Technology
Small Business
Finances
HR
AAHOA @ Industry Events
AAHOA Founding Members
AAHOA Vendor Partners
Classifieds
Advertiser Index
Today's Hotelier - November 2017 - intro
Today's Hotelier - November 2017 - cover1
Today's Hotelier - November 2017 - cover2
Today's Hotelier - November 2017 - 3
Today's Hotelier - November 2017 - 4
Today's Hotelier - November 2017 - 5
Today's Hotelier - November 2017 - 6
Today's Hotelier - November 2017 - 7
Today's Hotelier - November 2017 - 8
Today's Hotelier - November 2017 - 9
Today's Hotelier - November 2017 - Letter From the Chairman
Today's Hotelier - November 2017 - 11
Today's Hotelier - November 2017 - Letter From the President & CEO
Today's Hotelier - November 2017 - 13
Today's Hotelier - November 2017 - 14
Today's Hotelier - November 2017 - 15
Today's Hotelier - November 2017 - 16
Today's Hotelier - November 2017 - 17
Today's Hotelier - November 2017 - 18
Today's Hotelier - November 2017 - 19
Today's Hotelier - November 2017 - The Perfect Storm for Hotel Owners
Today's Hotelier - November 2017 - 21
Today's Hotelier - November 2017 - 22
Today's Hotelier - November 2017 - 23
Today's Hotelier - November 2017 - Design That Brings People Together
Today's Hotelier - November 2017 - 25
Today's Hotelier - November 2017 - 26
Today's Hotelier - November 2017 - 27
Today's Hotelier - November 2017 - New Brands Design for a New Kind of Hotel Experience
Today's Hotelier - November 2017 - 29
Today's Hotelier - November 2017 - 30
Today's Hotelier - November 2017 - 31
Today's Hotelier - November 2017 - Time for a Group Sales Tune Up
Today's Hotelier - November 2017 - 33
Today's Hotelier - November 2017 - 34
Today's Hotelier - November 2017 - 35
Today's Hotelier - November 2017 - 36
Today's Hotelier - November 2017 - 37
Today's Hotelier - November 2017 - AAHOA Interview
Today's Hotelier - November 2017 - 39
Today's Hotelier - November 2017 - Marketing
Today's Hotelier - November 2017 - 41
Today's Hotelier - November 2017 - 42
Today's Hotelier - November 2017 - 43
Today's Hotelier - November 2017 - Technology
Today's Hotelier - November 2017 - 45
Today's Hotelier - November 2017 - Small Business
Today's Hotelier - November 2017 - 47
Today's Hotelier - November 2017 - 48
Today's Hotelier - November 2017 - 49
Today's Hotelier - November 2017 - 50
Today's Hotelier - November 2017 - 51
Today's Hotelier - November 2017 - Finances
Today's Hotelier - November 2017 - 53
Today's Hotelier - November 2017 - 54
Today's Hotelier - November 2017 - 55
Today's Hotelier - November 2017 - HR
Today's Hotelier - November 2017 - 57
Today's Hotelier - November 2017 - AAHOA @ Industry Events
Today's Hotelier - November 2017 - 59
Today's Hotelier - November 2017 - AAHOA Founding Members
Today's Hotelier - November 2017 - 61
Today's Hotelier - November 2017 - AAHOA Vendor Partners
Today's Hotelier - November 2017 - 63
Today's Hotelier - November 2017 - 64
Today's Hotelier - November 2017 - 65
Today's Hotelier - November 2017 - 66
Today's Hotelier - November 2017 - 67
Today's Hotelier - November 2017 - 68
Today's Hotelier - November 2017 - 69
Today's Hotelier - November 2017 - 70
Today's Hotelier - November 2017 - Classifieds
Today's Hotelier - November 2017 - 72
Today's Hotelier - November 2017 - 73
Today's Hotelier - November 2017 - 74
Today's Hotelier - November 2017 - 75
Today's Hotelier - November 2017 - 76
Today's Hotelier - November 2017 - 77
Today's Hotelier - November 2017 - 78
Today's Hotelier - November 2017 - 79
Today's Hotelier - November 2017 - 80
Today's Hotelier - November 2017 - Advertiser Index
Today's Hotelier - November 2017 - 82
Today's Hotelier - November 2017 - cover3
Today's Hotelier - November 2017 - cover4
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