Carlson Rezidor Hotel Group has opened the first of its new Radisson Red brand of properties in Brussels.
Radisson Red, which was first announced by the hotel company two years ago, is being billed as a “lifestyle” brand, which has been “inspired by art, music and fashion”, as well as being “driven by technology”.
Wolfgang Neumann, CEO of The Rezidor Hotel Group, said: “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.”
Initiatives include not having a traditional front desk with staff greeting guests as they arrive and then using tablets to complete check-in formalities.
A dedicated Radisson Red app also allows guests to use their smartphones as their room key, as well as acting as a “virtual concierge” for check-in and out.
The hotel located in central Brussels features 149 studios as well as a restaurant/bar that offers food and drink “on the go”.
Radisson said it plans to have 60 hotels operating under the new Red brand around the world by 2020.