Choice Hotels International Inc. has relaunched Radisson Individuals in the Americas region as an upper-upscale soft brand focused on full-service, boutique and independent hotels.

With this major investment in the Radisson Hotels Americas brands since their acquisition in 2022, Choice is now extending the brand to owners for the first time.

“Our investment in Radisson Individuals is part of our larger push into upscale,” Indy Adenaw, SVP/GM, upscale brands, told Hotel Business. “We’ve become the one to watch in this segment with more than 1,000 upscale, upper-upscale and luxury hotels accessible to Choice Privileges rewards members, largely spanning our Radisson, Cambria and Ascend brands. We’ve seen that travelers’ expectations have changed drastically over the last few years. They’re looking for hotels that give an authentic yet approachable experience, but they also don’t want to compromise on great service. We’re positioning our brands to fill that white space with an attractive opportunity for guests, but also for owners. Our acquisition of Radisson Americas in 2022 really propelled this long-term strategy, starting with our repositioning of Radisson and Radisson Blu with enhancements across design and the guest experience.”

Our investment in Radisson Individuals is a natural next step for us to expand our portfolio in the upper-upscale tier.  There is a fast-growing segment of travelers who want to experience their destination through every aspect of their visit, but so often are met with hotel options that feel uniform and out of step with the surrounding environment. Radisson Individuals will embrace the destination and give guests the inspired stay they’re looking for. If you combine the strength of our distribution engine, our more than 67 million loyalty members and our cutting-edge technology, you have a powerful formula for owners to tap into a major space in the market.

Patrick Pacious, president/CEO, Choice Hotels International, added, “Choice is a different company today than we were just a few years ago. We’ve seen tremendous excitement for our upscale and upper-upscale brands, including Radisson, Radisson Blu, Radisson Red, Ascend Hotel Collection and Cambria. 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 is one of the fastest-growing soft brands globally, according to the company. Since 2020, more than 30 properties have opened around the world, 15 of which are franchised by Choice in the Americas.

“Our investment in Radisson Individuals is a natural next step for us to expand our portfolio in the upper-upscale tier,” said Adenaw. “There is a fast-growing segment of travelers who want to experience their destination through every aspect of their visit, but so often are met with hotel options that feel uniform and out of step with the surrounding environment. Radisson Individuals will embrace the destination and give guests the inspired stay they’re looking for. If you combine the strength of our distribution engine, our more than 67 million loyalty members and our cutting-edge technology, you have a powerful formula for owners to tap into a major space in the market.”.

Each Radisson Individuals hotel will offer a guest experience that leans into three key areas, according to the company:

• 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, making the hotel an inspiring and relaxing first step into its guests’ destination.
• Explorer’s compass: Hotels will offer consistently outstanding service that guests expect from a Radisson property. Hotel staff will serve as trusted guides to guests seeking both must-see attractions and hidden gems.

“The hotels will offer guests a unique and immersive stay that makes the hotel feel like an inspired backdrop to their destination,” said Adenaw. “This will be accomplished through some key areas: Each hotel will bring the local culture to life through bold designs from the moment they step into the property. They’ll be greeted by a striking front desk and experience traditional architecture and artwork in every space. Second, each hotel will curate experiences that draw guests into their destination, including a full-service bar and an on-site restaurant serving menus inspired by the local cuisine. They’ll also offer amenities like a spa, pool and fitness center. Underlying all of that will be outstanding service that people know they can get from a Radisson hotel.”

The launch of Radisson Individuals marks a milestone in Choice’s expansion in the upscale and upper-upscale segments. Since 2022, the franchisor has become the company to watch with new brand positionings introduced for both Radisson and Radisson Blu hotels earlier this year and the continued growth for Cambria Hotels. Following its digital integration of Radisson Americas brands through June of this year, Choice reports a 32% year-over-year increase in reservations through direct online channels for those brands.

“We’re looking forward to expanding Radisson Individual’s footprint within the Americas,” said Mark Shalala, Choice’s SVP, development, upscale brands & real estate. “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.”

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