Lifestyle hotels have been an important trend in recent years and they are flourishing; moreover, it looks like they are not just a passing fashion. Which hotel groups are targeting this niche and what does their supply consist of? A look at lifestyle brands belonging to major hotel groups.
Radisson Hotel Group
Founded in 2015, Radisson RED, a brand by Radisson Hotel Group, brings a playful touch to hotel stays and offers meeting places with a relaxed atmosphere and refined design. Radisson RED says it is connected "with an eternally young state of mind" and believes that hotels "can improve their universe through art, music, fashion".
The 100 to 250-room hotels are located in urban and dynamic destinations, in the center and in the gentrified new-build districts.
The concept highlights its digital-friendly side with a mobile application that enables direct communication with staff, ordering their menu and opening "their Studio". The OUIBar + KTCHN is a cozy place to eat, drink and meet new people. It offers menus inspired by local and seasonal ingredients, classic cocktails and original creations.
Through its social networks, the brand offers discounts, highlights good reasons to stay in a Radisson RED: its sustainable development initiatives, as well as the cultural events at its destinations.
The spaces are "RED" in essence and also eclectic: architecture and design mix with art to give the impression of staying in a gallery.
Radisson RED is currently present with one property each in Belgium, Brazil, South Africa, Scotland and the United States. A total of 19 hotels, or 3,539 rooms worldwide, are operational or under construction (at the end of 2017).
Radisson Collection is a 2018 luxury property brand looking for unique, prestigious locations near a destination's main attractions. The character of each Radisson Collection hotel reflects its location and represents contemporary life through modern design and unique experiences in catering (room treatment), fitness and wellness (quality bedding, bathrobes, towels and slippers, pillow preferences, vaporizers, etc.).
Designed for guests and the local population, Radisson Collection hotels offer capacities from 100 to 400 keys.
On social networks, the...
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