Choice hotels’ Radisson Blu makeover marks next growth chapter after strong 2023

Wednesday, January 24, 2024

Choice Hotels International, Inc. (NYSE: CHH) is elevating its upscale and upper upscale brands to new heights by implementing a series of enhancements. The goal is to stand out in a saturated market and become the preferred franchisor for developers seeking distinctive products. With an ambitious plan to expand its upscale hotel portfolio to 400, opening 19 new hotels in the Ascend Hotel Collection and nine in Cambria Hotels, and achieving an impressive over 8% year-over-year increase in revenue per available room (RevPAR) for the Radisson brand, Choice is committed to reshaping and enhancing the visual appeal and on-property experiences of its upscale and upper upscale brands.

Starting with Radisson Blu and extending to five of its eight brands in the upscale and upper upscale portfolio, Choice aims to challenge conventional norms. This initiative includes Cambria Hotels, Ascend Hotel Collection, Radisson, and Radisson Individuals. The objective is to generate more value for owners and foster repeat stays from guests. Indy Adenaw, Senior Vice President and General Manager of Upscale Brands at Choice Hotels, expressed the desire to leverage the success of Radisson Blu, which has proven its appeal by redefining upper upscale through a blend of contemporary design, warmth, and enriching environments.

Radisson Blu, positioned as the ‘Nordic Vanguard,’ is designed to eliminate the compromise between design-forward yet sterile, or big-box but boring. The brand promises to disrupt upper upscale by seamlessly blending contemporary design with warmth and an enriching environment. Three distinct brand pillars—Experience/Exciting Comforts, Design/Nordic Nouveau, and Service/Curatorial Warmth—guide this transformation. The ongoing $15 million renovation of Radisson Blu Mall of America aims to make it a flagship hotel for the brand.

Last year, Cambria Hotels earned the top spot in the J.D. Power 2023 North America Hotel Guest Satisfaction Index Study for upscale brands. Choice plans to harness the ethos that led to this recognition to create unique amenities, revamped food & beverage programs, and exclusive Choice Privileges rewards for all five upscale and upper upscale brands set for redefinition this year.

With a remarkable voluntary retention rate of 98%, Choice attracts owners due to its proven track record of reducing reliance on online travel agencies (OTAs) and third-party booking platforms. Choice emphasizes flexibility, collaboration, reliability, and innovation in its partnership with owners, promising the same for the Radisson Blu brand and the entire upscale and upper upscale portfolio.

Choice has assembled a top-notch team, including Indy Adenaw, Alexandra Coleman (Vice President, Upscale Brand Management), and Patrick Curran (Director of Food & Beverage, Upscale Brands), to lead the transformation of its upscale and upper upscale brands. Collaborating with Design Agency and RO New York, Choice aims to leverage their expertise in launching and revitalizing brands across various industries.

As a pioneer in adopting cutting-edge technology for hotel performance, Choice operates at the convergence of hospitality, franchising, and technology. Owners and operators benefit from proprietary cloud-based solutions like choiceADVANTAGE and Opera property management systems, the choiceEDGE guest reservation platform, and mobile-friendly revenue management tools such as ChoiceMAX and iDeaS G3, all of which use artificial intelligence and real-time data to adapt to changing market conditions.

Building on the momentum from exceptional new hotels opened in 2023, such as the Cambria Hotel Burbank Airport and Mayfair Hotel in NYC, Ascend Hotel Collection, Choice Hotels plans to continue driving performance and solidifying its reputation as a supportive and adaptable partner for the owner and operator community across its entire upscale and upper upscale portfolio.

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