Assignment #2: Hotel Marketing Strategy_due 7/14/2016, 11:59pmFind any recent article (published after 1/1/2016) on the Internet about a specific hotel brand’s NEWEST marketing strategy/trends. (Marketing strategies may include strategies on the product, distribution channels (place), promotions, pricing, or a mixture of any 4ps.) Make sure you include the article to this assignment.Brief overview of the hotel brand you selected.Identify the brand’s target market and describe briefly their characteristics.Identify the most outstanding differentiation points of your hotel brand (list at least 3).Form the article, identify the hotel’s NEWEST marketing strategies/trends and briefly explain its scope and objective (list all from the article).Indicate your own ideas (list at least 3) on what other marketing strategies/trends the hotel brand should consider in the near future.Reference listDingli Yao
July 12, 2016
1.Article: New Radisson RED brand debuts in Brussels
Carlson Rezidor’s new Radisson RED hotel brand has made its debut in Brussels.
Radisson RED, Carlson Rezidor’s new brand for Millennials, has debuted in Brussels. (Photo: Soren Dam
The 149-studio property is located in the center of this European capital, which was recently
rattled by a brazen terrorist attack at its airport and a metro station.
Carlson Rezidor Hotel Group reiterated its commitment to the city.
“We are tremendously proud to open the very first Radisson RED hotel in Brussels,
Belgium,” said Eric De Neef, Chief Commercial Officer of The Rezidor Group, a part of the
Carlson Rezidor Hotel Group. “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 Radison RED brand, which was launched in 2014, is a lifestyle product geared toward
Millennnial travelers, those in their 20s and early 30s whose purchasing power is increasing.
Another 14 hotels are in development. By 2020, Rezidor plans to have 60 Radisson REDs.
The architects of the brand describe Millennial travelers as “thrill-seekers” who have “an
outspoken desire for immediate gratification.”
They want fast and free Wi-Fi, they want to create connections and share their experiences on
social media, they live by their mobile phones, and they crave flexibility.
As a result, the architects paid close attention to design and technology.
“It boasts a forward-thinking design and offers a new guest experience fueled by personal
interaction and personal choice,” said Wolfgang M. Neumann, President and CEO of The
Rezidor Hotel Group. “It is a true recognition of the increasingly important role that
technology plays in facilitating the best of everyday life – home or away.”
Hotel employees, called RED Creatives, were recruited though social media. They will not
work behind front desks. Instead, they will greet guests while carrying tablets to help
Guests will be able to use the RED App on their mobile devices to check-in and check-out.
They can also order food and drinks and get news about the hotel and the city through the
They can get food on the go at the OUIBar + KTCHN.
Modern art is on display. And guests will have access to a pool table, table tennis table and a
Many other hotel companies have introduced new hotels to appeal to this so-called “Millennial
Mindset.” Hilton recently launched Tru, Marriott has the AC Hotels, and Best Western has GLo.
Brand: Radisson RED
Strategies on the product:
“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
Hotel employees, called RED Creatives, were recruited though social media. They
will not work behind front desks. Instead, they will greet guests while carrying tablets
to help facilitate check-in.
They can get food on the go at the OUIBar + KTCHN.
They want fast and free Wi-Fi, they want to create connections and share their
experiences on social media, they live by their mobile phones, and they crave
Distribution channels (place): RADISSOM RED NRISSELS & RADISSON RED
Free high speed Wi-Fi
1000 sq ft Events& Games Studio
Price: Upscale Level
2. Brief overview of the hotel brand you selected.
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