Choice Hotels has revamped its Radisson and Radisson Blu brands to cater to the growing demand for upscale travel experiences while also honoring their 115-year-old heritage. The goal is to appeal to a new generation of travelers who prioritize personalized service and unique experiences. The company recognized the need to adapt to changing consumer preferences in the upscale hospitality market and has repositioned its brands to meet these evolving demands.
The upscale hospitality segment has seen significant growth in recent years, with a large number of rooms in the U.S. development pipeline. Skift Research’s survey findings show that affluent travelers are increasingly seeking personalized services and unique experiences when choosing a hotel. Choice Hotels recognized this trend and decided to revamp its Radisson and Radisson Blu brands to provide a mix of heritage and modern elements that appeal to discerning travelers.
The repositioning of Radisson and Radisson Blu brands is based on the understanding that consumers are looking for boutique brands that offer personalized experiences, as well as heritage brands known for their reliability and familiarity. Choice Hotels aims to fill the market gap by providing innovation and tradition in its service offerings, leveraging the brands’ history while integrating modern elements to meet current consumer demands. The goal is to differentiate the brands from the standard fare in the upscale market.
The Radisson brand refresh focuses on improving the guest experience through elevated design elements and intuitive aesthetics that reflect the brand’s American roots. Guest rooms feature warm wood tones, functional layouts, and practical, welcoming elements like intentional lighting and simple patterns. Radisson Blu, on the other hand, adopts a minimalist approach inspired by its Scandinavian roots, focusing on style with practicality to create a relaxing atmosphere that encourages social interactions.
Choice Hotels’ strategy to differentiate its offerings from the standard fare involves redefining what upscale hospitality means today. The company aims to stand out in a sea of sameness by providing upscale hotels that cater to both consumers and franchisees looking for unique and innovative experiences. Choice Hotels plans to continue innovating and being responsive to market trends, recognizing the importance of staying competitive and relevant in a rapidly evolving landscape marked by technological advances and changing guest expectations.
Looking ahead, Choice Hotels emphasizes the need for ongoing innovation and responsiveness as key drivers in the future of the hospitality industry. As market pressures increase and consumer demands evolve, the company believes that agility and adaptability will be essential to maintaining competitiveness and relevance in the upscale hospitality market. Choice Hotels aims to make a difference in the industry by offering brands that are highly approachable for consumers and truly owner-focused, setting itself apart in a market where change is constant and consumer expectations continue to rise.
