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Brussels, Belguim - April 18, 2016 - Rezidor, one of the most dynamic hotel groups worldwide and a part of the Carlson Rezidor Hotel Group, today announced the opening of Radisson RED in Brussels, Belgium. It is the very first Radisson RED hotel in the world to open its doors.

Radisson RED is a new hotel philosophy and lifestyle brand that reflects the ageless millennial mindset. Inspired by art, music and fashion, this brand is driven by bold design and breaks the traditional hotel model. Radisson RED recognizes that today’s guests seek a DIY, customizable experience driven by technology. The hotel is operated by The Rezidor Hotel Group which is also headquartered in Brussels. The brand currently has 14 additional hotels under development worldwide.

Radisson RED is Carlson Rezidor’s new lifestyle select brand inspired by the ageless millennial mindset. It boasts a forward-thinking design and offers a new guest experience fueled by personal interaction and personal choice. It is a true recognition of the increasingly important role that technology plays in facilitating the best of everyday life – home or away,” said Wolfgang M. Neumann, President & CEO of The Rezidor Hotel Group.

“Today is a great day for us! We are tremendously proud to open the very first Radisson RED hotel in Brussels, Belgium. It is a clear statement of our trust and commitment to the European capital, whose love for fashion, music and art has inspired us to create a stunning addition to this great city. The entire Radisson RED cast is thrilled and all set to showcase a whole new hotel experience to the world,” said Eric De Neef, Chief Commercial Officer of The Rezidor Group.

The new hotel brand appeals to tech-savvy guests with an ageless millennial mindset by offering a non-traditional experience. Radisson RED is created for millennial travelers, who are thrill-seekers and have an outspoken desire for immediate gratification. They simply don’t understand why some hotels charge extra for high-speed internet, they love small surprises that leave big impressions, they are all about creating connections and sharing experiences, they live and breathe internet and mobile, they love flexibility and expect a cheerful personal touch. Radisson RED aims to deliver on all these expectations.

The RED Creatives (the hotel team) – all recruited through social media – are big on personality and service and naturally understand what drives travelers with a millennial mindset. The hotel does not have a front desk. Instead our RED Creatives work to build a more social atmosphere, greeting guests with tablets and creating the bold and personalized experience that is RED.

The RED App plays a key role in that experience. It provides keyless entry using a guest’s smartphone and acts a virtual concierge for the check-in and check-out. The RED App is a colorful and convenient key to all things RED: the bar tab, food and drinks, news about RED, not-to-miss activities in Brussels and great places to be.

Radisson RED Brussels is right at the heart of Brussels and within walking distance of the European parliament. Its 149-studios have large window and feature a comfortable RED bed, fabulous 55” TV and sound bar, a picnic table, a fridge, just enough closet space, love yourself lighting and a spacious bathroom with a walk-in shower with great pressure, and feel special amenities. 

The OUIBar + KTCHN cater the hungry and thirsty with great drinks and simple food, done well. Anything and everything is ‘on the go’ in Radisson RED – a decision driven by a ‘no waste’ policy. It is Radisson RED’s unique way of bringing the best of sustainable, local, organic and ‘always fresh’ food to the table.

Radisson RED is addicted to art and our new hotel in Brussels is no exception. In addition to the works created by modern artists, the hotel is also big on games and playfulness with well thought out Event & Games studios for meetings and gatherings. They feature a pool table, table tennis table and a fitness room. Radisson RED offers 24/7 complimentary internet access in every nook and hook of the hotel. The studio bathrooms feature beautiful mosaic tile design, our “badge of honor” – the top hat with the cherry – showcasing another proof that Radisson RED fully celebrates local. 

For more on Radisson RED Brussels, visit www.radissonred.com/brussels

About Radisson RED

Radisson RED is a new hotel philosophy and lifestyle brand inspired by art, music and fashion. RED connects with an ageless mindset and creates an experience that is localized, meaningful and appealing to those who appreciate bold design, individuality and simplicity. The brand will open its first hotels in 2016 and plans to have 60 hotels operating globally by 2020.
For more information, visit radissonred.com.

Contact: Renu Hanegreefs-Snehi

Renu.Snehi@rezidor.com / +32 2 702 9241

About Carlson Rezidor Hotel Group

Carlson Rezidor Hotel Group is one of the world’s largest and most dynamic hotel groups and includes more than 1,370 hotels in operation and under development with 220,000 rooms and a footprint spanning 110 countries and territories. The Carlson Rezidor portfolio includes a powerful set of global brands: Quorvus Collection, Radisson Blu®, Radisson®, Radisson RED, Park Plaza®, Park Inn® by Radisson and Country Inns & Suites By CarlsonSM. In most hotels, guests can benefit from Club CarlsonSM, one of the 2015 – 2016 “Top Three Hotel Rewards Programs” as recently ranked by U.S. News and World Report. Carlson Rezidor Hotel Group and its brands employ 85,000 people worldwide and is headquartered in Minneapolis, Minn., and Brussels, Belgium. For more information, visit www.carlsonrezidor.com.

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