Choice Hotels International has launched new visual identities, including logos, for the Radisson, Radisson Blu and Radisson Individuals brands. This move is part of Choice’s ongoing effort to reposition the Radisson Hotels Americas portfolio, which it acquired in 2022, to better compete in the upscale and upper-upscale hotel segments.
The redesigned logos are among several updates that Choice plans to roll out this year across Radisson properties in the Americas. These changes aim to attract upscale travelers and investors while optimizing revenue for property owners.
“Since our integration of the Radisson brands, we’ve sharpened their brand propositions to captivate travelers who are looking for a hotel stay that stands above the rest,” said Indy Adenaw, senior vice president and general manager of upscale brands at Choice Hotels. “This year will mark just 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’re never ones to rest on our laurels. We’re committed to further strengthening and distinguishing these brands within an increasingly competitive landscape so that owners can be confident they’re gaining a truly great value from their investment.”
As part of this effort, Choice Hotels will introduce new food and beverage concepts and upscale amenities at Radisson properties later this year. These changes include Scandinavian-inspired designs for Radisson Blu hotels, starting with a new property in Grenada, as well as updated bathroom products and redesigned public spaces.
Radisson
The rebranding includes a nod to Radisson’s history. The 115-year-old brand was founded by visionary hotelier Edna Dickerson in the U.S. The Radisson logo now references its original American signage, reflecting the brand’s legacy of hospitality.
Radisson Blu
The first Radisson Blu hotel opened in Denmark in 1960 as the SAS Hotel. Designed by architect Arne Jacobsen, the property was lauded as one of the first design-forward hotels, a hallmark which the brand tries to retain even now. Radisson Blu’s updated logo maintains its connection to Scandinavian design.
Radisson Individuals
The new Radisson Individuals logo has been kept subtle, accentuating the individual character of the boutique and independent hotels under the soft brand collection. The logo harmonizes with Radisson Blu’s, Radisson Individual’s companion in the upper upscale segment.
Radisson properties will begin displaying the new branding this year, starting with the Radisson Hotel El Paso Airport in Texas and the Radisson Blu Fargo in North Dakota. The company also plans to expand its presence in leisure destinations, with upcoming hotels in Playa Caracol in Panama and San Luis Potosí in Mexico.
Additionally, Choice Hotels is investing in renovations at key properties. A $15 million renovation is planned for the Radisson Blu Mall of America, while updates at the Radisson Salt Lake City Hotel are already underway, including redesigned guest rooms, meeting spaces and a new on-site coffee shop.
These developments are part of Choice Hotels’ broader strategy to modernize the Radisson portfolio while maintaining its brand of warm hospitality. Currently, Choice Hotels has more than 7,500 hotels (totaling 635,000 rooms) under 22 brands across 45 countries.
