Radisson targets influencers, gamers with new hotel brand

Radisson Hotel Group Americas (RHGA) invites travelers to use its new brand as the backdrop and creative hub of their digital lives.

The first Radisson Inns & Suites are slated to open in the United States this fall, each with what the company is calling a “Creative Content Studio” that will be filled with big screens and gaming chairs and promise high-speed internet connectivity.

“We’re really trying to celebrate modern consumer trends,” says RHGA Acting CEO Tom Buoy.

“And if you create that environment, you create the opportunity for people to play games or use that studio as a way to communicate the stories that they’ve made throughout the day with the rest of the world or with their fanbase.”

The company says the concept developed following conversations with hotel owners and developers about the need for it to offer a limited-service upper-middle-range brand in metropolitan markets that would be appealing to digitally savvy travellers.

“While the concept was originally designed to meet the demand of our franchisees, this is truly a consumer-designed product – to appeal to that consumer who is lost in the sea of ​​gray with the products that currently exist in the upper-middle market segment,” said Phil Hugh, RHGA Director of Development.

In addition to the Creative Content Studio, each hotel will have a “cafe-inspired lobby” to facilitate community gatherings for work and relaxation.

Buoy says these design strategies are well suited to meet the needs of travelers as the world emerges from the pandemic.

“For the past couple of years…people have avoided being in public, being together, which is the complete opposite of being human,” he says.

“When you think of being human, it’s about celebrating connections, being together, forming new relationships, forging new friendships. When I think of this hotel, it creates the environment to do just that .

Buoy predicts that as more people start to travel, these types of places will become more popular than private rentals.

“People want to go out and they want to be seen. The alternative accommodation segment – ​​I’ll say Airbnb, I’ll say Vrbo, I’ll say all of that – people are going to walk away from those platforms because it’s hard to be seen in an Airbnb,” he says.

“I want to go back to a hotel and celebrate what it’s like to be in that environment, to be seen and to see a lot of people. And to have the opportunity to recreate these links.