Choice Relaunches Radisson Individuals Soft Brand

Choice Hotels International is rebranding Radisson Individuals to the upper-upscale tier with new requirements, following their acquisition of Radisson Hotel Group Americas in 2022.

Kass Kass
Oct 3, 2024 - 21:04
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Choice Relaunches Radisson Individuals Soft Brand

Choice Hotels International is relaunching its Radisson Individuals soft brand in the upper-upscale tier, the company announced Thursday, furthering the franchisor's foray into the upper tiers following its 2022 purchase of Radisson Hotel Group Americas.

Choice considered Radisson Individuals an upscale brand but now is positioning it as upper upscale, with brand requirements including a full-service restaurant and bar and an onsite fitness center, along with at least 100 guest rooms. Choice CEO Patrick Pacious in a statement called the repositioning and investment "a great new opportunity for developers and owners of full-service boutique hotels."

Choice said more than 30 hotels carry the Radisson Individuals brand, 15 of which the company franchises in the Americas, most of which are in Colombia and Panama.

Traditionally a franchisor in midscale and economy tiers, Choice since the Radisson Hotel Group Americas acquisition has planted a flag in the upscale tiers with the Radisson Blu brand alongside its Cambria and Ascend brands.