Choice Hotels relaunches Radisson Individuals as part of its portfolio of brands, adding a distinctive proposition to the upper upscale segment

Core Insights - Choice Hotels International has significantly evolved, focusing on upscale and upper upscale brands, including Radisson and its new soft brand, Radisson Individuals, which aims to attract developers and hotel owners [1][4] Group 1: Brand Expansion and Strategy - The introduction of Radisson Individuals represents a major milestone in Choice's expansion into the upscale market, with over 30 properties opened globally since 2020, including 15 franchised in the Americas [1][4] - Choice Hotels has seen a 32% year-over-year increase in direct online reservations for Radisson brands following the digital integration of Radisson Americas [4] - The company aims to leverage Radisson's 89% brand recognition combined with its distribution capabilities to attract developers while maintaining the unique character of their hotels [5] Group 2: Guest Experience and Offerings - Radisson Individuals hotels focus on providing a vivid setting that reflects local culture through bold designs and curated experiences, including regional dining and upscale amenities [2][3] - The brand emphasizes outstanding service, with hotel staff acting as guides to enhance guests' exploration of local attractions [2][3] - Radisson Individuals offers upper upscale services such as wellness facilities, free Wi-Fi, and a commitment to service excellence, catering to the growing demand for unique hotel experiences [6] Group 3: Loyalty Program and Market Position - The Choice Privileges rewards program allows over 67 million members to earn points for stays at more than 7,000 hotels globally, enhancing customer loyalty and engagement [5][7] - Choice Hotels operates nearly 7,500 hotels across 45 countries, positioning itself as a leader in the lodging franchising industry with a diverse portfolio of 22 brands [7]