Nine leading hotel management schools gathered in Manchester, England, for the launch of an international campaign from Park Inn® by Radisson that aims to drive innovation around the brand’s guest experience while supporting the Youth Career Initiative (YCI), a six-month education and employability program offered to unemployed youth with limited socio-economic opportunities in 19 countries.
The “INNovation Room” is a ground-breaking new program designed to unlock and nurture creativity among hotel management school students. This initiative demonstrates the company’s continuing commitment to cultivate talent in the hospitality sector. The INNovation Room is a competition for groups of students to pitch ideas to a panel of judges, with the aim of creating a more innovative guest experience at the Park Inn by Radisson hotels. The student teams represent top hotel management schools from countries around the world, including the Netherlands, South Africa, Switzerland, the U.K., United Arab Emirates and the U.S.
The company flew in the student teams for a three-day brainstorming and brand immersion session. Each team pitched three ideas to the INNovation Room panel, comprising senior management from Carlson Rezidor Hotel Group and Siri Gomnæs Børsum, an industry leader at Google who has worked at the company for nine years in a travel-related capacity. The panel then selected one idea that each team must develop into a full concept document by mid-November. The five strongest ideas were put to public vote with students from Cornell University and Les Roches International School of Hotel Management receiving the most public votes. A panel of judges will identify the final winner.
“Guests are at the heart of everything we do as a brand, and we are constantly looking to enhance the guest experience,” says Rose Anderson, vice president, Branding, Park Inn by Radisson, Radisson Blu and Quorvus Collection. “Our INNovation Room campaign worked with some of the brightest minds from the world’s most prestigious hospitality schools to further our commitment to creating unique and memorable guest experiences.”
For each public vote, Carlson Rezidor made a donation of 1 USD to Youth Career Initiative, the hotel industry’s global solution to youth unemployment, of which Carlson Rezidor Hotel Group is a leading partner. This is in line with the brand’s responsible business program, Adding Color To Lives, which aims to build long-term relationships with local youth at risk groups, with a focus on developing work and personal skills and on organizing joint community projects.
Fran Hughes, director, International Tourism Partnership, says, “We are really excited about the INNovation Room initiative from Park Inn by Radisson and delighted that the company chose to support our Youth Career Initiative (YCI) program. It is through the support of hotel partners like Park Inn by Radisson that we are able to help hundreds of disadvantaged young people every year build the skills and self-confidence they need to embark on their careers in hospitality.”
Watch the INNovation Room launch video HERE.