Radisson Individuals Relaunches as Upscale Choice Hotel Brand
Choice Hotels International, Inc. is relaunching Radisson Individuals as an upper upscale soft brand in the Americas, marking the first time this brand will be available to hotel owners in the region. This new initiative aims to focus on unique, full-service boutique and independent hotels, enhancing the choices available to travelers.
The relaunch follows Choice Hotels’ acquisition of Radisson Hotels Americas, completed in late 2023. Radisson Individuals is expected to emerge as a rapidly growing soft brand that emphasizes a distinctive atmosphere through its design and location. The brand aims to provide characterful encounters, allowing guests to immerse themselves in the destination with regionally inspired dining and beverage options, as well as various amenities.
Key features of Radisson Individuals include the “explorer’s compass,” which guarantees a high level of service across the property. Guests can expect attentive room service, knowledgeable concierges, and an overall commitment to exceptional hospitality.
As part of the relaunch, Radisson Individuals will be integrated into the Choice Privileges rewards program, offering over 67 million members opportunities to earn and redeem reward nights at more than 7,000 hotels globally. This connection enhances the value proposition for both hotel owners and travelers, creating a compelling reason to choose Radisson Individuals for their stays.
Indy Adenaw, senior vice president and general manager for upscale brands, remarked, “Increasingly, we see many travelers place a high value on unconventional hotel experiences that steep them in the beauty and magic of their destination without sacrificing top-notch service.” He emphasized that Radisson Individuals will fill a significant gap in the market by providing an upscale experience that Choice Hotels is uniquely equipped to deliver.
With this strategic relaunch, Choice Hotels aims to tap into the growing demand for personalized and high-quality travel experiences, positioning Radisson Individuals as a premier choice for discerning travelers seeking unique stays.
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