Revamped Radisson Individuals Joins Choice Hotels Portfolio

Radisson Individuals Reintroduced by Choice Hotels

Choice Hotels International has announced the relaunch of Radisson Individuals in the Americas region as an upper upscale soft brand. The brand will focus on full-service, boutique, and independent hotels known for their unique local character and exceptional guest service. This move is a significant investment in the Radisson Hotels Americas brands following their acquisition in 2022 and further strengthens Choice's position as a leader in the soft brand segment. The relaunch aims to cater to the growing number of travellers seeking a personalized and distinct hotel experience. Notably, this marks the first time the brand will be available to hotel owners, demonstrating Choice's expansion in the upper upscale tier to meet the increasing consumer demand.

"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 our strategic investments to provide a strong value proposition to developers interested in growing within these segments," said Patrick Pacious, President and Chief Executive Officer of Choice Hotels International. 

"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. Our 67 million Choice Privileges rewards members now enjoy access to 1,000 upscale, upper upscale and luxury hotels worldwide, with more than 200 other properties in the pipeline. We are thrilled to welcome Radisson Individuals to this collection."

Radisson Individuals is a rapidly growing soft brand globally. Since 2020, over 30 properties have opened worldwide, with 15 franchised by Choice in the Americas. With the support of Choice and its expertise in developing Ascend, the industry's first soft brand, Radisson Individuals Hotels, is well-positioned to cater to the preferences of modern travellers. By offering enhanced signature features, Radisson Individuals aims to ignite the spirit of exploration, allowing guests to fully experience their surroundings' unique characteristics while maintaining a solid commitment to excellent service.

Each hotel offers a guest experience that leans into three key areas:

• Vivid setting: Hotels will bring the local culture to life through bold designs. They will feature a striking front desk, 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 flavours and upscale amenities such as a pool, spa, and fitness centre. This will make 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.

"Increasingly, we see many travellers 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," said Indy Adenaw, Senior Vice President and General Manager for Upscale Brands.

The launch of Radisson Individuals marks a major milestone in Choice's rapid 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 of Cambria Hotels. Following its digital integration of Radisson Americas brands through June of this year, Choice has driven a 32 percent year-over-year increase in reservations through direct online channels for those brands. With a sharpened proposition for Radisson Individuals, Choice Hotels is poised to offer developers upper and upscale brands that stand out in a sea of sameness, draw repeat stays from guests and drive more return on their investments.

"We're looking forward to expanding Radisson Individual's footprint within the Americas," said Mark Shalala, Senior Vice President of Development at 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."

Radisson Individuals is part of the Choice Privileges rewards program, which allows over 67 million members to earn and use points for free nights at more than 7,000 hotels across 45 countries and territories worldwide. With the Choice Privileges Mastercard, members can earn points more quickly, even on everyday purchases like gas and groceries.