In an era where branding carries immense weight in the hospitality industry, Choice Hotels International is taking significant steps to reinvigorate the visual identities of its Radisson Hotels Americas portfolio. This transformation encompasses several key brands, notably the upscale Radisson, and its upper-upscale counterparts, Radisson Blu and Radisson Individuals. Following its acquisition of the Radisson Hotels Americas in 2022, Choice Hotels is not only aiming to update the visual aesthetics but also to capture the essence of these storied brands.
At the heart of this rebranding initiative is the unveiling of new logos designed to reflect both legacy and modernity. The redesigned Radisson logo, characterized by a bold and elongated typeface, pays homage to the brand’s original hotel signs—an elegant nod to its 115-year heritage. Meanwhile, Radisson Blu’s new identity draws inspiration from its Scandinavian roots, aiming to evoke a sophisticated, sleek, and minimalist vibe. Such carefully considered changes show a deep respect for the brand’s past, while simultaneously asserting its contemporary relevance.
Another notable aspect of this rebranding effort is the evolution of the Radisson Individuals logo. It has been described as “intentionally subtle,” allowing for a focus on the distinctiveness of its boutique and independent properties. Indy Adenaw, the senior vice president and general manager for upscale brands at Choice Hotels, emphasized that this rebranding signifies “a new era for these beloved Radisson brands.” The thoughtful approach taken in designing these logos reflects an understanding of the complexities within the hospitality market and a desire to cater to an evolving clientele.
As Choice Hotels gears up to implement these fresh visual identities, select properties, such as the Radisson Hotel El Paso Airport and Radisson Blu Fargo, will be among the first to debut the updated branding. This rollout doesn’t stop at visuals; it will coincide with enhanced marketing strategies aimed at creating a more distinct positioning for the Radisson brands amid growing competition within the upscale segment of the market.
Additionally, these visual changes will be accompanied by significant improvements across the hospitality experience, highlighted by the introduction of elevated food and beverage concepts. A noteworthy investment of $15 million is set for renovations at the Radisson Blu Mall of America, indicating a firm commitment to enhancing the physical and experiential offerings at these establishments.
Choice Hotels boasts a robust portfolio of over 7,500 properties spanning 22 brands, with more than 1,000 situated within the upscale, upper-upscale, and luxury sectors. This ambitious rebranding initiative not only seeks to strengthen the Radisson identity but also to further carve a competitive space within a thriving landscape. As the industry evolves, large hospitality brands like Choice Hotels demonstrate their commitment to adaptability, creativity, and quality through thoughtful branding and operational improvements, ensuring they remain a prominent player in the market moving forward.