Choice Hotels International Inc has embarked on a significant initiative aimed at redefining its upscale and upper upscale portfolio. The move is motivated by the company’s intention to differentiate itself as a franchisor in a market saturated with similar offerings.

The multifaceted strategy involves upgrades, expansion plans and a renewed focus on enhancing the overall guest experience.

Strategic portfolio revitalisation

Choice Hotels is redefining five out of its eight upscale and upper upscale brands.

The transformation will commence with the Radisson Blu brand, where the company has notable success, resulting in a portfolio of 400 upscale hotels.

The overarching objective is to challenge industry norms, creating a distinct product that appeals to developers and guests alike.

Radisson Blu: a shift in design philosophy

Radisson Blu is designed to break away from the conventional trade-off between sterile design-forwardness and uninspiring large-scale structures.

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Termed the Nordic Vanguard, Radisson Blu pledges a fusion of contemporary design, warmth and an enriching environment. Three fundamental pillars underpin the brand’s philosophy:

  1. Experience/exciting comforts: Radisson Blu seeks to deliver a seamless and memorable experience for guests through subtle innovation and digital ingenuity. This approach blends the comfort of familiarity with the excitement of the new, fostering a sense of belonging and discovery.
  2. Design/Nordic nouveau: Drawing inspiration from Scandinavian design, Radisson Blu emphasises comfort, distinctiveness and warmth. The spaces are dynamic and stimulating, creating inviting environments for unique and reliable experiences.
  3. Service/curatorial warmth: The brand aims to define guest service through attention to detail and professional warmth, akin to that of an art gallery curator. The objective is to inspire a sense of discovery, fostering an environment that is enlightening and accessible.

These pillars are currently being implemented in the ongoing $15 million renovation of the Radisson Blu Mall of America, positioning it as an anchor hotel for the brand.