Choice Hotels International Inc. has revealed the next chapter of its reimagination of the Radisson Hotels Americas brands, which it acquired in 2022, with the introduction of new visual identities, including new logos for Radisson, Radisson Blu and Radisson Individuals.
The new logos are among several experiential elements that the company will begin to implement at hotels in the Americas this year following its repositioning of Radisson, Radisson Blu and Radisson Individuals last year to attract more upscale guests and investors and to optimize revenue for owners, according to the company.
“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, SVP/GM, upscale brands, Choice Hotels International. “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.”
Later this year, the company will unveil “elevated and flexible” food and beverage concepts at Radisson hotels, along with other enhancements to the guest experience. Starting with an upcoming hotel in Grenada, Radisson Blu properties will feature Scandinavian-inspired public space and guestroom designs, including a “Get Ready Moment” wall housing a large vanity and full-sized closet with “flattering” lighting. Choice will also introduce new premium amenities, including shower, hair and body products, to elevate the bathroom experience at Radisson and Radisson Blu hotels.
All these developments are rooted in the brands’ shared philosophy of approachability and honoring their heritage of warm hospitality while also fearlessly challenging norms in the upscale segments, according to the company.
Radisson
The 115-year-old brand was first established in the U.S. by hotelier Edna Dickerson. In a nod to its American roots, the new Radisson logo references the original signage with a prominent uppercase font that was once displayed on hotels across the country. The modern interpretation presents a bold and elongated typeface, commanding attention as an intrepid player for travelers seeking a modern stay that balances the timeless elements of warm hospitality, according to the company.
Radisson Blu
The first Radisson Blu hotel, which opened as the SAS Hotel in Denmark in 1960, was designed by architect Arne Jacobsen and was heralded as the first design-forward hotel, a hallmark retained by the brand today, according to the company. The new logo honors this heritage of functional Scandinavian design. A minimalist gradient typeface evokes a sense of intrigue while the wide spacing between the letters draws people in to discover more.
Radisson Individuals
The new Radisson Individuals logo is intentionally subtle, accentuating the individual character of the boutique and independent hotels in this soft brand collection as it takes center stage, according to the company. The logo harmonizes with Radisson Blu’s, its companion in the upper-upscale segment, to reflect an elevated hotel stay that sparks guests’ sense of curiosity.
Radisson-branded properties will begin showcasing the new visual identities through property signage and other on-site materials this year, starting with the Radisson Hotel El Paso Airport in Texas and the Radisson Blu Fargo in North Dakota.
