Dive Brief:
- Choice Hotels International updated the visual identities of its upscale Radisson, Radisson Blu and Radisson Individuals brands, including new logos, the hotel company announced Tuesday.
- The brands, which Choice repositioned and relaunched in 2024, are three of the eight upscale hotel flags the company assumed as part of its acquisition of Radisson Hotels Americas in 2022. The brands are set to see additional changes this year, with Choice implementing “several experiential elements” at Radisson hotels in the Americas aimed at enhancing the guest experience, according to the company.
- The changes come as Choice strategically expands in the upscale segment to cater to evolving guest demand. In 2025, Choice anticipates upgrading food and beverage concepts across its Radisson portfolio, among other enhancements, Megan Brumagim, vice president, upscale brands and chief sustainability officer at Choice, told Hotel Dive.
Dive Insight:
The new logos are a stepping stone for Choice in its pursuit to “challenge norms in the upscale segments,” the hotel company detailed in a Tuesday release.
Radisson Individuals will get a “simplified creative identity,” according to Choice. Meanwhile, the Radisson brand logo will be modernized with “a bold and elongated typeface,” while the Radisson Blu logo gets a “minimalist gradient typeface,” Choice detailed.
Changes to the logos are just the start of several brand enhancements slated across the Radisson portfolio in 2025, Brumagim shared. Choice is “considering ways to elevate and make more flexible” both the grab-and-go and the more traditional restaurant experiences at Radisson hotels, as traveler demand evolves, Brumagim noted.
“We’re looking at how we can reimagine these brands for the future and create a guest experience that is tailored to the unique desires of the modern traveler, including a more bespoke look and feel [and] experiences that are distinctive and local,” Brumagim said.
Traveler demand for more local, immersive experiences at hotels, particularly in food and beverage, is “going to continue to be a strong trend in upscale,” Brumagim said.
Additionally, Choice plans to introduce new amenities including shower, hair and body products at Radisson and Radisson Blu hotels, playing into increased traveler demand for wellness offerings at hotels, Brumagim noted.
The upscale segment will continue to be a “strategic priority” for Choice in 2025, building on strides the hotel company made in the space in 2024, according to Brumagim.
In addition to growth of its Radisson portfolio, Choice is focused on expanding its Cambria and Ascend Hotel Collection brands this year as well. And the hotel company is “always actively looking at opportunities in the acquisition space,” Brumagim said.
Choice’s economy competitor Wyndham Hotels & Resorts is also expanding in upscale — by way of combination. In October, Wyndham entered a 10-year development agreement with residential hospitality management company Reside to expand its upscale extended stay offerings across the U.S.
Correction: This story reflects the correct number of upscale brands that Choice Hotels assumed as part of its Radisson Hotels America acquisition.
