Choice Hotels International is making waves in the upscale hotel market with the relaunch of Radisson Individuals across the Americas. This rebranding takes a unique approach, catering to full-service, boutique, and independent hotels known for their distinct local charm and exceptional guest service.
The revitalization follows Choice’s 2022 acquisition of Radisson Hotels Americas, a strategic move that solidified its commitment to the upscale and upper upscale segments. This commitment is further emphasized by the company’s ongoing investments in brands like Radisson, Radisson Blu, Radisson Red, Ascend Hotel Collection, and Cambria.
Patrick Pacious, president and chief executive officer of Choice Hotels International, underscores the company’s focus on providing value to developers: “We’ve seen tremendous excitement for our upscale and upper upscale brands… That’s a testament to the strategic investments we’ve made to provide a strong value proposition to developers interested in growing within these segments.”
Radisson Individuals, now part of Choice’s portfolio, presents a compelling opportunity for developers and owners of full-service boutique hotels to leverage Choice’s robust distribution engine. This translates to greater exposure for participating properties, benefiting from the reach of Choice’s 67 million Choice Privileges rewards members and a growing network of over 1,000 upscale, upper upscale, and luxury hotels globally.
Since its launch in 2020, Radisson Individuals has rapidly emerged as a prominent player in the global soft brand scene, with over 30 properties worldwide, including 15 franchised by Choice in the Americas. Drawing on Choice’s experience with Ascend, the first soft brand in the industry, Radisson Individuals is well-positioned to meet the evolving needs of modern travelers.
The brand champions the excitement of discovery, encouraging guests to immerse themselves in the authentic character of their destinations. Radisson Individuals properties are designed to enhance three key guest experiences:
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Local Immersion:
Guests are encouraged to engage with the local culture, explore hidden gems, and experience authentic local experiences.*
Personalized Service:
Radisson Individuals prioritizes personalized service, tailoring guest experiences to individual preferences.*
Memorable Moments:
Properties are designed to create lasting memories, offering unique experiences and opportunities for guests to connect with the destination.Indy Adenaw, senior vice president and general manager for upscale brands, highlights the brand’s appeal: “Increasingly, we see many travelers place a high value on unconventional hotel experiences that truly steep them in the beauty and magic of their destination without sacrificing top-notch service. With Radisson Individuals, we are seizing on major potential to fill that white space in the market with an upscale experience that Choice is uniquely positioned to deliver.”
The relaunch of Radisson Individuals is a pivotal step in Choice’s strategy to dominate the upscale and upper upscale markets. Following the acquisition of Radisson Americas, Choice has implemented new brand strategies for Radisson and Radisson Blu, witnessing significant growth in Cambria Hotels. The successful digital integration of Radisson Americas brands in June 2024 has resulted in a 32% year-over-year increase in direct online bookings for these brands.
This momentum is expected to continue with the launch of Radisson Individuals, offering developers a compelling opportunity to tap into the competitive upscale market, driving guest loyalty and improving investment returns.
Mark Shalala, senior vice president, development, upscale brands & real estate, emphasizes the partnership’s potential: “We’re looking forward to expanding Radisson Individual’s footprint within the Americas. When you combine Radisson’s impressive 89% brand recognition, with Choice’s powerful distribution engine and reliable, AI-infused, state-of-the-art, proven operations tools, this is a fantastic opportunity for developers and owners who want to maintain their hotels’ unique character but be a part of a winning system.”
Radisson Individuals, participating in the Choice Privileges rewards program, allows over 67 million members to earn and redeem points across more than 7,000 properties worldwide. Members can further accelerate their points accumulation with the Choice Privileges Mastercard, earning points on everyday purchases like fuel and groceries.
The relaunch of Radisson Individuals marks a significant moment for Choice Hotels, demonstrating its commitment to innovation and strategic expansion within the evolving hospitality landscape. This move is likely to attract developers seeking to capitalize on the growing demand for unique and personalized travel experiences, shaping the future of the upscale hotel market.
