North Bethesda, Maryland——Boutique International Hotel Group Announced the relaunch of Radisson Individuals in the Americas as an upscale soft brand focused on full-service boutique independent hotels that stand out for their local character and guest service. This latest investment builds on Choice's position in the soft brand space since the acquisition of the Radisson Hotels Americas brand in 2022 and expands its portfolio by serving travelers who value immersive experiences. Choice is now extending the brand to vehicle owners for the first time, marking another step in the company's expansion into the premium segment.
“Choice is a different company today than it was just a few years ago. We are seeing huge success across our premium and super-premium brands, including Radisson, Radisson Blu, Radisson Red, Ascend Hotel Collection and Cambria. This is testament to that. The strategic investments we make are designed to provide a strong value proposition to developers interested in growing in these areas,” said Patrick Pacious, President and CEO of Boutique International Hotels. “Through Radisson individuals, we are providing developers and owners of full-service boutique hotels with a fantastic new opportunity to benefit from Choice’s powerful distribution engine. Our 67 million Choice Privileges Rewards members can now Stay at 1,000 upscale, super upscale and luxury hotels around the world, with more than 200 additional properties under construction. We are delighted to welcome Radisson Blu to the collection.”
Since 2020, more than 30 Radisson hotels have opened globally, with 15 hotels franchised by Choice in the Americas.
Each hotel offers a guest experience focused on three key areas:
- environment: The hotel will bring local culture to life through design. They will feature thoughtfully designed front desks, as well as traditional architecture and artwork in guest rooms and public hotel spaces.
- Features: The hotel will offer guests an immersive experience, including a full-service bar and restaurant inspired by the flavors of the region, as well as amenities such as a swimming pool, spa and fitness center.
- direction: The hotel will provide the consistent service that guests have come to expect from Radisson Hotels. Hotel staff will provide guidance to guests in finding attractions.
“Increasingly, we are seeing many travelers place a high value on non-traditional hotel experiences that truly allow them to immerse themselves in the beauty and magic of a destination without sacrificing first-class service. Through Radisson Personal Hotels, We are seizing the tremendous potential to fill a void in the market with an upscale experience that Choice Hotels is uniquely positioned to deliver,” said Indy Adenaw, Senior Vice President and General Manager, Upscale Brands, Choice Hotels.
The launch of Radisson individuals marks a milestone in Choice's expansion into the premium and ultra-premium markets. Since 2022, franchisees have introduced new positioning for Radisson Hotels and Radisson Hotels and driven growth for Cambria Hotels. As of June this year, Choice has digitally integrated Radisson Americas brands, and bookings for these brands through direct online channels have increased by 32% year-on-year.
“We look forward to expanding Radisson Hotels' footprint in the Americas,” said Mark Shalala, Senior Vice President, Development, Upscale Brands and Real Estate, Boutique Hotels International. “When you combine Radisson’s impressive 89% brand recognition with Choice’s powerful distribution engine and reliable, AI-enabled, state-of-the-art, proven operational tools, it’s a great opportunity for developers who want to maintain their hotels A great opportunity for owners' unique character but to be part of a winning system.”
