Choice Hotels International is relaunching its Radisson
Individuals soft brand in the upper-upscale tier, the company announced
Thursday, furthering the franchisor’s foray into the upper tiers following its
2022 purchase of Radisson Hotel Group Americas.
Choice considered Radisson Individuals an upscale brand but
now is positioning it as upper upscale, with brand requirements including a
full-service restaurant and bar and an onsite fitness center, along with at
least 100 guest rooms. Choice CEO Patrick Pacious in a statement called the
repositioning and investment “a great new opportunity for developers and
owners of full-service boutique hotels.”
Choice said more than 30 hotels carry the Radisson
Individuals brand, 15 of which the company franchises in the Americas, most of
which are in Colombia and Panama.
Traditionally a franchisor in midscale and economy tiers,
Choice since the Radisson
Hotel Group Americas acquisition has planted a flag in the upscale tiers
with the Radisson Blu brand alongside its Cambria and Ascend brands.
