Choice Hotels Revamps Radisson Brands with New Visual Identities

Choice Hotels International is rolling out new visual identities, including redesigned logos, for Radisson, Radisson Blu, and Radisson Individuals brands in the Americas. 

This is part of Choice’s ongoing strategy to reposition the Radisson Hotels Americas portfolio, acquired in 2022, to better compete in the upscale and upper-upscale hotel segments. The updated branding aims to attract upscale travelers and investors while boosting revenue for property owners. Radisson-branded properties will begin showcasing the new visual identities through property signage and on-site materials this year.

The rebranding includes nods to each brand’s history. The Radisson logo now references its original American signage from 115 years ago, reflecting the brand’s legacy of hospitality. The Radisson Blu logo maintains its connection to Scandinavian design, a hallmark since the first Radisson Blu hotel opened in Denmark in 1960. The Radisson Individuals logo is subtle, accentuating the individual character of the boutique and independent hotels within the collection.

In addition to the new logos, Choice Hotels plans to introduce new food and beverage concepts and upscale amenities at Radisson properties later this year. Radisson Blu properties will feature Scandinavian-inspired designs, starting with a new hotel in Grenada, as well as updated bathroom products and redesigned public spaces. Choice Hotels is also investing in renovations at key properties, including a $15 million renovation for the Radisson Blu Mall of America.

Choice Hotels aims to create guest experiences tailored to the desires of modern travelers, honoring the brands’ heritage while challenging norms in the upscale segments. By implementing these changes, Choice Hotels seeks to strengthen and distinguish the Radisson brands in an increasingly competitive landscape, ensuring that owners gain value from their investment.