CHOICE HOTELS INTERNATIONAL recently relaunched Radisson Individuals in the Americas as an upper-upscale soft brand targeting full-service, boutique and independent hotels. This is the first time the brand is offered to owners since Choice’s 2022 acquisition of Radisson Hotels Americas.
The launch marks the company’s expansion into the upscale and upper-upscale segments, Choice said in a statement.
“Choice is a different company today than we were just a few years ago,” said Patrick Pacious, Choice’s president and CEO. “We’ve seen strong interest in our upscale and upper-upscale brands, including Radisson, Radisson Blu, Radisson Red, Ascend Hotel Collection and Cambria. This reflects the strategic investments we’ve made to provide value to developers looking to grow in these segments.”
Radisson Individuals is one of the fastest-growing soft brands globally, with more than 30 properties opened since 2020, including 15 franchised by Choice in the Americas, the statement said.
“With Radisson Individuals, we offer a new opportunity for developers and owners of full-service boutique hotels to benefit from Choice’s distribution engine,” Pacious said. “Our 67 million Choice Privileges members now have access to 1,000 upscale, upper-upscale, and luxury hotels worldwide, with over 200 additional properties in the pipeline. We’re pleased to welcome Radisson Individuals to this collection.”
Each Radisson Individuals hotel will focus on three areas to enhance the guest experience:
- Setting: Hotels will showcase local culture through bold designs and traditional architecture and artwork.
- Encounters: Hotels will provide immersive experiences with a full-service bar and restaurant inspired by regional flavors, alongside amenities such as a pool, spa and fitness center.
- Explorer’s Compass: Staff will act as guides to popular attractions.
“Increasingly, travelers value unique hotel experiences that immerse them in their destination without sacrificing service,” said Indy Adenaw, Choice’s senior vice president and general manager for upscale brands. “With Radisson Individuals, we aim to fill that gap in the market with an upscale experience that Choice is well-positioned to deliver.”
Choice Hotels introduced new brand positioning for Radisson and Radisson Blu earlier this year and reported growth for Cambria Hotels, the statement said. Following the digital integration of Radisson Americas brands through June, the company reported a 32 percent year-over-year increase in direct online reservations for these brands.
“We’re looking forward to expanding Radisson Individuals’ footprint in the Americas,” said Mark Shalala, Choice’s senior vice president of development, upscale brands and real estate. “When you combine Radisson’s 89 percent brand recognition with Choice’s distribution engine and reliable operations tools, this presents a strong opportunity for developers and owners who want to maintain their hotels’ unique character while being part of a winning system.”
Meanwhile, Choice Hotels’ global pipeline reached a record of more than 115,000 rooms as of March 31, reflecting a 10 percent increase, including a 36 percent rise in conversion rooms. The company’s domestic rooms pipeline also grew by 11 percent since December 31, driven by a 59 percent increase in conversion rooms.
