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.
