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NORTH BETHESDA, Maryland–Choice Hotels International, Inc. is performing a series of updates to its upscale and upper upscale portfolio to provide a differentiated product for franchisors and developers. Capitalizing on growing its portfolio of upscale hotels to 400, opening 19 new hotels as part of the Ascend Hotel Collection and nine new Cambria Hotels, and driving a more than 8 percent year-over-year increase in revenue per available room (RevPAR) for the Radisson brand, Choice is restyling the look and on-property experiences of its upscale and upper upscale brands. Over the year, starting with Radisson Blu, Choice will redefine five of the eight brands across its upscale and upper upscale portfolio, including Cambria Hotels, Ascend Hotel Collection, Radisson, and Radisson Individuals.
“Radisson Blu has proven its potential and appeal among guests and owners alike as it transcends the ordinary, redefining upper upscale by blending contemporary design with warmth and an enriching environment,” said Indy Adenaw, senior vice president and general manager, upscale brands, Choice Hotels. “The upper and upscale landscape is littered with generic hotels and Choice now has the opportunity with 400 hotels and counting, and the proven success we’ve had, to make a statement and drive even stronger returns for hotel owners and repeat stays for guests.”
Radisson Blu will update to be the ‘Nordic Vanguard.’ The brand lives in upper upscale by blending contemporary design with a warm environment. The full-service brand focuses on architecture, as well as amenities, brought to life through three brand pillars:
- Experience/Exciting Comforts: Through digital innovation, the brand crafts the experience of a calming environment. This approach intertwines familiarity and newness.
- Design/Nordic Nouveau: The Scandinavian-inspired design prioritizes comfort and warmth.
- Service/Curatorial Warmth: Attention to detail defines the guest service, reflecting a welcoming approach akin to an art gallery curator.
The Radisson Blu Mall of America is undergoing a $15 million renovation to turn it into an anchor hotel for the Radisson Blu brand.
All five brands will be creating brand-specific amenities, updated food & beverage programs, and Choice Privileges rewards.
Across its upscale and upper upscale portfolio, Choice will take the momentum built through the new hotels opened in 2023, including the Cambria Hotel Burbank Airport and Mayfair Hotel in NYC, Ascend Hotel Collection, to push on performance.
