Radisson Sees Red

Global hotel group Carlson Rezidor are creating a new brand Radisson Red for Millennials.
For those who don't know it, Millennials are best termed Generation Y, or those born between the late 1980's and early 2000's.
The emphasis of Red will allow some degree of guest customization, modern design and a well defined meeting/bar areas.
A wide variety of a-la carte or add on items and/or services will be available.
While the marketing guys all love these sub brand ideas, it remains challenging for consumers to understand the nuances between the core Radisson brand and say that of the newer Blu offering. Next comes Red.