Relaunch marks the latest major investment in
the Radisson Hotels Americas brands since Choice's acquisition in
2022
NORTH
BETHESDA, Md., Oct. 3, 2024
/PRNewswire/ -- Choice Hotels International, Inc. (NYSE: CHH) today
announces the relaunch of Radisson Individuals in the Americas
region as an upper upscale soft brand focused on full-service,
boutique and independent hotels that stand apart for their
distinctive local character and superior guest service. This latest
major investment in the Radisson Hotels Americas brands since their
acquisition in 2022 builds on Choice's legacy as a pioneer of the
soft brand segment and strengthens its portfolio with an offering
that serves a fast-growing segment of travelers who value an
immersive, one-of-a-kind hotel experience. Choice is now extending
the brand to owners for the first time, marking another step in the
company's expansion in the upper upscale tier at a time of rising
consumer demand in this space.
"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," 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 around the world,
with more than 200 other properties in the pipeline. We are
thrilled to welcome Radisson Individuals to this collection."
Radisson Individuals is one of the fastest growing soft brands
globally. Since 2020, more than 30 properties have opened around
the world, 15 of which are franchised by Choice in the Americas.
With a newfound strength under Choice and its expertise developing
Ascend, the industry's first soft brand, Radisson Individuals
hotels are strongly positioned to serve current travelers' tastes.
Through enhanced signature features, Radisson Individuals spark the
thrill of exploration, immersing guests in the distinct character
of their surroundings, all while upholding a steadfast dedication
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 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.
"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," 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 for 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. Now, with a sharpened proposition for
Radisson Individuals, Choice Hotels is poised to offer developers
upper and upper 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, 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."
Radisson Individuals participates in Choice Privileges, the
award-winning rewards program that enables more than 67 million
members to earn and redeem points for reward nights at over 7,000
hotels across a diverse portfolio of brands in 45 countries and
territories worldwide. With the Choice Privileges Mastercard,
members can earn more points faster, including on everyday
purchases such as gas and groceries.
Developers can learn more about Radisson Individuals
here.
Radisson Individuals®: Explorers Welcome
Radisson Individuals brings together independent and boutique
hotels that spark our guests' innate curiosity for the untold
stories our hotels and their destinations have to offer. Franchised
in the Americas by Choice Hotels International, who launched the
first soft brand over fifteen years ago, Radisson Individuals spark
the thrill of exploration with vivid characteristics reflective of
the locale, while upholding its steadfast dedication to service
excellence. Radisson Individuals offers upper upscale on-site
services such as restaurants and bars, wellness facilities and free
Wi-Fi, ensuring guests feel inspired and welcomed as they embark on
their journey. For more information,
visit: https://www.choicehotels.com/radisson-individuals
About Choice Hotels®
Choice Hotels International, Inc. (NYSE: CHH) is one of
the largest lodging franchisors in the world. The one to watch in
upscale and a leader in midscale and extended stay, Choice® has
nearly 7,500 hotels, representing more than 630,000 rooms, in 45
countries and territories. A diverse portfolio of 22 brands that
range from full-service upper upscale properties to midscale,
extended stay and economy enables Choice® to meet travelers' needs
in more places and for more occasions while driving more value for
franchise owners and shareholders. The award-winning Choice
Privileges® rewards program and co-brand credit card options
provide members with a fast and easy way to earn reward nights and
personalized perks. For more information,
visit www.choicehotels.com.
Addendum
This is not an offering. No offer or sale of
a franchise will be made except by a Franchise Disclosure Document
first filed and registered with applicable state authorities. A
copy of the Franchise Disclosure Document can be obtained through
contacting Choice Hotels International at 915 Meeting Street, Suite
600, North Bethesda, Maryland
20852 or by email at: development@choicehotels.com.
© 2024 Choice Hotels International, Inc. All Rights Reserved
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SOURCE Choice Hotels International, Inc.