by Lacey Pfalz
Last updated: 12:40 PM ET, Thu October 3, 2024
Choice Hotels International, Inc. is relaunching Radisson Individuals as an upper upscale soft brand in the Americas region, extending the brand to owners for the first time.
The new brand will focus on unique, full-service boutique and independent hotels. The change comes following the corporation’s acquisition of Radisson Hotels Americas back in 2022, which was finalized in late 2023.
Radisson Individuals is expected to be a fast growing soft brand with an emphasis on a vivid setting, through design and location; characterful encounters, which help immerse a guest in the destination through amenities and regionally inspired dining and beverage options;and the explorer’s compass, which includes a high level of service across the property, from room service to knowledgeable concierges.
Additionally, the new brand is part of Choice Privileges, the rewards program that offers ways for over 67 million members to earn and redeem reward nights at over 7,000 hotels worldwide.
"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,” said Indy Adenaw, senior vice president and general manager for upscale brands. “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.”
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