In a bold move that signifies its commitment to luxury hospitality, Choice Hotels International has embarked on a transformative journey with the Radisson Hotels Americas portfolio. Following its acquisition of Radisson Hotels Americas in 2022, this revitalization aims to enhance the brand’s identity and competitive stance within the vibrant and crowded hotel industry. Among the brands receiving a fresh visual identity are the upscale Radisson and the upper-upscale Radisson Blu, as well as the distinctive Radisson Individuals.
At the heart of this brand refresh are newly designed logos that endeavor to capture the essence of each hotel segment. The upscale Radisson logo now sports a bold, elongated typeface that nods to its storied past, specifically referencing the brand’s original hotel signage that has remained a familiar sight for over 115 years. In contrast, the redesign of Radisson Blu borrows inspiration from Scandinavian aesthetics — a nod to the brand’s origins — showcasing elegance and simplicity.
The Radisson Individuals logo has been crafted with an “intentionally subtle” design philosophy, allowing the unique characteristics of its boutique and independent properties to take center stage. Indy Adenaw, the senior vice president and general manager for upscale brands at Choice Hotels, articulated that this rebrand represents “a new era” for these cherished Radisson brands, emphasizing an intention to stand out in a competitive landscape.
The rollout of this updated branding will commence following a strategic timeline, with early adopters including hotels such as the Radisson Hotel El Paso Airport and Radisson Blu Fargo. However, rebranding is just the beginning. Choice Hotels is committed to a holistic enhancement of the guest experience, which will encompass a substantial $15 million renovation planned for the Radisson Blu Mall of America. This renovation will include the upgrading of facilities and the introduction of elevated food and beverage options across the Radisson Hotels Americas portfolio.
This multi-faceted approach indicates a robust strategy aimed at not just refreshing the brand image but also dramatically improving service quality, appealing to evolving customer expectations within the hospitality sector.
Overall, Choice Hotels’ revitalization of the Radisson brand serves as a critical reflection of the shifting dynamics in the hotel industry. The comprehensive rebranding efforts, combined with significant investments, signal a thoughtful approach to positioning Radisson Hotels as strong contenders in the upscale market. With over 7,500 hotels in its portfolio, of which more than 1,000 are situated in the upscale, upper-upscale, and luxury segments, Choice Hotels is poised to not only reclaim its position but also to forge a distinctive identity that resonates with modern travelers.
In essence, this strategic brand overhaul is not merely about new logos but rather a comprehensive commitment to elevating guest experiences, embracing heritage, and integrating innovation—all pivotal for thriving in an increasingly competitive landscape.