Choice relaunches Radisson soft brand in Americas

NORTH BETHESDA, Maryland – Choice Hotels International is relaunching and extending to owners the Radisson Individuals soft brand in the Americas as an upper upscale brand focused on full-service, boutique and independent hotels. The relaunch marks the latest major investment in the Radisson Hotels Americas brands since Choice’s acquisition in 2022.

“With Radisson Individuals, we have a great new opportunity for developers and owners of full-service boutique hotels to benefit from Choice’s powerful distribution engine,” said Patrick Pacious, president and chief executive officer of Choice Hotels International. “Our 67 million Choice Privileges rewards members now enjoy access to 1,000 upscale, upper upscale and luxury hotels around the world, with more than 200 other properties in the pipeline. We are thrilled to welcome Radisson Individuals to this collection.”

Since 2020, more than 30 Radisson Individual properties have opened around the world, 15 of which are franchised by Choice in the Americas. Radisson Individuals offers upper upscale on-site services such as restaurants and bars, wellness facilities and free Wi-Fi.

Overall, following its digital integration of Radisson Americas brands through June of this year, Choice said it has driven a 32% year-over-year increase in reservations through direct online channels for those brands.

Mark Shalala, senior vice president, development, upscale brands and real estate, told Hotel Investment Today that the conversion cost for a Radisson Individuals hotel will depend on the specific needs of the property. “Many of the hotels that fit the profile of a Radisson Individual—independent and boutique hotels—possess they key elements to be part of this collection,” he said. “It’s a great opportunity for developers to benefit from our resources and the global recognition of the Radisson brand to drive new business to their hotels and lower their cost of customer acquisition.”

Shalala added that Choice has been reimagining its entire upscale and upper upscale portfolio to develop brands “that stand out from the cookie cutter options many travelers find. That’s true for the Radisson Individuals brand, which we’re enhancing to appeal to the tastes of travelers who want a one-of-a-kind hotel experience that feels like a true extension of their destination. In a crowded field, these hotels stand out for their features that are truly authentic to their environment. That comes to life through their design, their amenities and the food and beverage options on-site. Underlying all of this is the high-quality service that people know they can get from a Radisson hotel.”

With the relaunch, Choice said each hotel will focus on three key areas:

Vivid setting. Hotels will bring the local culture to life through bold designs. They will feature a “striking and memorable” front desk and traditional architecture and artwork in rooms and common hotel spaces.

Characterful encounters. Hotels will curate experiences that immerse guests in their destination, including a full-service bar and restaurant inspired by the region’s flavors, and upscale amenities such as a pool, spa and fitness center.

Explorer’s compass. Hotel staff will serve as guides to guests seeking both must-see attractions and hidden gems.