Radisson Red

Radisson Red, stylized as Radisson RED, is an international full-service lifestyle hotel brand operating within the Radisson brand portfolio. The concept was launched in 2015 by Carlson Rezidor Hotel Group, alongside the Quorvus Collection, marking the company's first new brand launches since 1987. It was designed as a more informal, expressive, and digitally oriented alternative to conventional upscale hotels, with a particular focus on guests described by the brand as having an “ageless millennial mindset.” The brand's proposition combines upscale accommodation with modern interiors, bold color schemes, art, music, fashion, and flexible communal areas. Rather than treating the lobby as a purely functional reception zone, Radisson Red properties are designed around social spaces such as bars, lounges, and shared work or gathering areas. The concept also emphasizes digital customer service, streamlined interactions, and quick food service. Its branded restaurant and bar concept, OUIBar, is intended to support the brand's social and informal positioning. Radisson Red was conceived as an international growth platform. The original development ambition was to reach 60 hotels by 2020. The first property opened in Brussels, Belgium, on April 18, 2016. Expansion followed in several markets, including the United States, Brazil, South Africa, and the United Kingdom. The first U.S. hotel opened in Minneapolis in 2016, while a Portland, Oregon property opened in November 2018. Other early openings included Campinas in Brazil in August 2017, Cape Town in September 2017, and Glasgow on April 30, 2018. By 2019, the brand had 23 hotels either operating or under development. The brand's ownership and operating structure reflects the broader changes in the hotel industry. Radisson Red properties in the Americas are operated by Choice Hotels International, while Radisson Hotel Group operates the brand in other parts of the world. This geographic division followed Choice Hotels' acquisition of Radisson's Americas business and means that the brand is managed through different corporate structures depending on market. Radisson Red continued to expand in Europe during the 2020s. In early 2024, it entered Germany through the opening of a Berlin property created by rebranding and refurbishing a former Park Plaza hotel. A further United Kingdom project connected to Edgbaston Cricket Ground in Birmingham involves the demolition and rebuilding of two stands and is planned to include a Radisson Red hotel. The project is scheduled for completion in 2027, with an intended opening in time for the Men's Ashes series against Australia. The brand occupies an upscale lifestyle position rather than competing solely on traditional luxury or standardized business-hotel credentials. Its differentiation rests on atmosphere, design, technology, social interaction, and a less formal service model. Typical offerings include hotel accommodation, food and beverage, communal work and leisure areas, digital guest services, and event-oriented social spaces. Its development strategy has generally favored urban or destination locations where the combination of accommodation, restaurants, bars, and public areas can support both hotel guests and local visitors.

Radisson Red was created in 2015 by Carlson Rezidor Hotel Group as an upscale lifestyle hotel concept. Its launch represented a significant addition to the group's brand architecture because the company had not introduced a new brand since 1987. The concept was developed for travelers seeking a more informal and expressive hotel environment than a conventional business or luxury property. Its stated audience was guests with an “ageless millennial mindset,” a description intended to emphasize attitudes and preferences rather than a strict age range. The brand was built around a combination of modern design, technology, and social interaction. Radisson Red hotels use bold colors and contemporary interiors, while their public spaces are intended to function as places for eating, drinking, working, and meeting. Art, music, and fashion are part of the brand vocabulary. Digital customer service and quick food service were also incorporated into the operating model. OUIBar was established as the brand's restaurant and bar concept, supporting the emphasis on communal activity and less formal hospitality. The first development plan called for 60 hotels by 2020. The first property opened in Brussels on April 18, 2016. The brand then expanded to the United States with a Minneapolis hotel in 2016. International development continued in Campinas, Brazil, in August 2017 and Cape Town, South Africa, in September 2017. Glasgow followed on April 30, 2018, and the Radisson RED Portland Downtown opened in November of the same year. The Portland property later left the brand and operated as Hotel Vance, a Tribute Portfolio Hotel. By 2019, Radisson Red had 23 hotels either open or under development. The brand's corporate operating arrangements changed as the ownership of hotel businesses evolved. Choice Hotels International operates Radisson Red in the Americas, while Radisson Hotel Group operates it in the remainder of the global market. The division means that development, management, and portfolio decisions can vary by geography even though the properties share the Radisson Red identity. Expansion resumed in Germany in early 2024, when the first German Radisson Red property opened in Berlin following the conversion and refurbishment of a former Park Plaza hotel. The conversion approach illustrates how the brand can be introduced through the repositioning of an existing hotel rather than only through new construction. Another major project is planned at Edgbaston Cricket Ground in Birmingham. The development involves rebuilding two stands and attaching a Radisson Red hotel to the stadium complex. It is expected to be completed in 2027 and is intended to open in time for the Men's Ashes series against Australia. Radisson Red's historical significance within the hotel sector lies in its attempt to combine the scale and consistency of an international chain with the visual language and social behavior associated with lifestyle hotels. Its offer is less dependent on formal luxury rituals and more dependent on design, atmosphere, technology, and public-space programming. The brand's hotels therefore compete through a mix of rooms, food and beverage, social areas, and destination appeal. As an active brand, its long-term footprint depends on continued development by both Radisson Hotel Group and Choice Hotels in their respective markets.

• 2024

  First German property opens in Berlin

  [1]Radisson Reden.wikipedia.org

  Radisson Red entered Germany through the refurbishment and rebranding of a former Park Plaza property in Berlin.

• 2019

  Portfolio reaches 23 operating or planned hotels

  [1]Radisson Reden.wikipedia.org

  The brand was reported to have 23 hotels either in operation or under development.

• 2018

  Glasgow hotel opens

  [1]Radisson Reden.wikipedia.org

  A Radisson Red hotel opened in Glasgow on April 30.

• 2017

  Expansion to Campinas and Cape Town

  [1]Radisson Reden.wikipedia.org

  The brand opened hotels in Campinas, Brazil, and Cape Town, South Africa.

• 2016

  First hotel opens in Brussels

  [1]Radisson Reden.wikipedia.org

  The first Radisson Red property opened in Brussels, Belgium, on April 18.

• 2016

  First United States hotel opens in Minneapolis

  [1]Radisson Reden.wikipedia.org

  Radisson Red began U.S. operations with a property in Minneapolis, Minnesota.

• 2015

  Brand launched by Carlson Rezidor

  [1]Radisson Reden.wikipedia.org

  Carlson Rezidor introduced Radisson Red as a new upscale lifestyle hotel brand alongside the Quorvus Collection.

• Planned Edgbaston Cricket Ground hotel

  [1]Radisson Reden.wikipedia.org

  A Radisson Red hotel associated with the redevelopment of Edgbaston Cricket Ground is planned to open in Birmingham.

An upscale, design-led lifestyle hotel brand aimed at guests with an ageless millennial mindset, combining technology, bold interiors, art, music, fashion, informal service, and communal spaces.

• Upscale lifestyle hotels · 2015

  Radisson RED hotels

  The core Radisson Red offering is full-service hotel accommodation with an upscale but informal lifestyle orientation. Properties use contemporary architecture and interiors, bold colors, technology-enabled service, and public areas designed for both guests and local visitors. The brand's hotel environments integrate rooms with food and beverage, lounge, work, and social functions rather than treating those areas as separate services.

• Restaurant and bar

  OUIBar

  OUIBar is Radisson Red's branded restaurant and bar concept. It supports the chain's focus on communal activity, informal dining, quick food service, and social interaction. The concept is intended to make hotel public spaces useful beyond conventional guest reception and to connect the hotel with local dining and nightlife activity.

• Hospitality experience · 2015

  Radisson Red communal spaces

  Communal lobbies, lounges, bars, and flexible gathering areas are a central part of the Radisson Red model. These spaces are designed around conversation, informal work, events, and social use, with art, music, fashion references, and distinctive interior design contributing to the brand identity.

• 2024

  Enter Germany through conversion of a former Park Plaza hotelGeneration change

  Background

  Radisson Red continued international expansion while using existing hotel assets as potential platforms for the brand.

  Action taken

  Radisson Red inaugurated its first German property in Berlin after the former Park Plaza hotel was refurbished and rebranded.

  Aftermath

  The Berlin opening extended the brand into Germany and demonstrated a conversion-based route for further growth.

  Source

• 2015

  Launch a millennial-oriented lifestyle hotel brandStrategy

  Background

  Carlson Rezidor sought to create a hotel concept that would appeal to guests seeking contemporary design, technology, informal service, and social spaces rather than a traditional formal hotel experience.

  Action taken

  The company launched Radisson Red with an emphasis on art, music, fashion, communal areas, digital customer service, bold interiors, and quick food service.

  Aftermath

  The brand expanded into multiple regions, opening its first hotel in Brussels in 2016 and reaching 23 operating or planned hotels by 2019.

  Source

• 2015

  Set an initial target of 60 hotels by 2020Strategy

  Background

  The newly launched brand was intended to become an international growth platform within Carlson Rezidor's portfolio.

  Action taken

  The company announced an initial development ambition of 60 Radisson Red hotels by 2020.

  Aftermath

  By 2019, 23 hotels were reported as operating or under development; the available reference material does not establish whether the 2020 target was achieved.

  Source

• Develop a hotel at Edgbaston Cricket GroundProduct launch

  Background

  The proposed Birmingham project is connected to the demolition and rebuilding of two stands at Edgbaston Cricket Ground.

  Action taken

  A Radisson Red hotel is planned as part of the redeveloped stadium complex.

  Aftermath

  The project is scheduled for completion in 2027 and is intended to open before the Men's Ashes series against Australia.

  Source

1. 1Radisson Reden.wikipedia.org