Radisson properties will debut the new visual identities this year
By Vishnu Rageev RJan 08, 2025
CHOICE HOTELS INTERNATIONAL unveiled new visual identities and logos for its upscale Radisson, Radisson Blu and Radisson Individuals brands. The company also plans to introduce “several experiential elements” at Radisson hotels in the Americas to enhance the guest experience, according to a statement.
Choice repositioned and relaunched the brands in 2024, following its 2022 acquisition of Radisson Hotels Americas, which included 10 upscale hotel flags.
“Since our integration of the Radisson brands, we’ve sharpened their brand propositions to captivate travelers looking for a hotel stay that stands above the rest,” said Indy Adenaw, Choice’s senior vice president and general manager for upscale brands. “This year marks the beginning of our efforts to translate that vision into something customers can experience and enjoy on property. We are excited to usher in a new era for these beloved Radisson brands. At Choice Hotels, we never rest on our laurels.”
More information on the updates to the Radisson brands follows.
Radisson: The 115-year-old brand, founded by hotelier Edna Dickerson, originated in the U.S. The new Radisson logo pays homage to its American roots with an uppercase font inspired by the original signage once displayed on hotels nationwide. The modern design features an elongated typeface.
Radisson Blu: The first Radisson Blu hotel, originally the SAS Hotel in Denmark, opened in 1960 and was designed by architect Arne Jacobsen. Marketed as the first design-forward hotel, it set the tone for the brand’s focus on functional Scandinavian design. The new logo reflects this heritage with a minimalist gradient typeface and wide letter spacing, designed to evoke intrigue and invite discovery.
Radisson Individuals: The new Radisson Individuals logo highlights the character of the boutique and independent hotels in this soft brand collection. It complements Radisson Blu’s logo in the upper-upscale segment, reflecting an elevated stay that sparks guest curiosity.
Renovations in progress
Radisson properties will debut the new visual identities this year through signage and on-site materials, starting with the Radisson Hotel El Paso Airport in Texas and the Radisson Blu Fargo in North Dakota, Choice said. Later this year, the company will introduce “elevated and flexible” food and beverage concepts at Radisson hotels, along with other guest experience enhancements.
Starting with a Grenada hotel, Radisson Blu properties will feature Scandinavian-inspired designs, including a “Get Ready Moment” wall with a large vanity, full-sized closet, and enhanced lighting. The company will also introduce new premium bathroom amenities, including shower, hair, and body products, at Radisson and Radisson Blu hotels.
Choice will begin a $15 million renovation of the Radisson Blu Mall of America, positioning it as an anchor for the reimagined Radisson Blu brand. It has also completed renovations at the Radisson Salt Lake City Hotel, updating the lobby, guest rooms, and meeting spaces with designs influenced by the city’s natural landscape. A second phase of the renovation will be completed this year.
Choice reported third-quarter revenue of $428 million, up 1 percent from last year, with net income rising 15 percent to $105.7 million. The global pipeline grew 11 percent, surpassing 110,000 rooms, including a 54 percent increase in conversion rooms.
Sonesta launched Americas Best Value Studios, an extended-stay version of ABVI.
The model targets owners seeking limited front desk and housekeeping.
The brand meets demand for longer-term, value-focused stays.
SONESTA INTERNATIONAL HOTELS Corp. launched Americas Best Value Studios by Sonesta, an extended-stay version of its franchised brand, Americas Best Value Inn. The model targets owners seeking limited front desk and housekeeping, optional fitness center and lobby market along with standard brand requirements.
The brand aims to address the growing demand for longer-term, value-driven accommodations, Sonesta said in a statement.
"Americas Best Value Studios by Sonesta represents a strategic evolution of our trusted Americas Best Value Inn brand," Keith Pierce, Sonesta’s executive vice president and president of franchise development, said. "We are expanding our offerings to directly address the increasing demand within the extended-stay segment, providing a practical solution for travelers seeking longer-term lodging at value. This new brand type allows our local franchised owner-operators to tap into a growing market while maintaining the community-focused experience that Americas Best Value Inn is known for."
ABVI has a majority presence in secondary and tertiary markets, the statement said.
The extended-stay brand’s operational model features a front desk, bi-weekly housekeeping, on-site laundry and pet-friendly accommodations, Sonesta said. Guests can also earn or redeem points through the Sonesta Travel Pass loyalty program.
In August, Sonesta named Stayntouch its preferred property management system after a two-year review of its ability to support the company’s franchise model. The company operates more than 1,100 properties with more than 100,000 rooms across 13 brands on three continents.
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