Choice acquired Radisson’s Americas operations in 2022 after Radisson ended up being owned by a Chinese state-controlled entity (Jinjiang) due to the collapse of the HNA (Radisson’s previous owner).
Choice has now updated the logos for Radisson, Radisson Blu, and Radisson Individual hotels in the Americas. The existing logos are used for these brands elsewhere.
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Choice Radisson Americas Versus Rest of the World Logo Comparison:
Choice’s Announcement:
Choice Hotels International Introduces Reimagined Visual Identities for Radisson, Radisson Blu and Radisson Individuals in the Americas, One of Several Features to Come to Hotels this Year
New logos, which will start to appear at hotels this year, shepherd in a new phase of Radisson upscale brand advancements, including first on-property elements developed by Choice following its repositioning of the brands
NORTH BETHESDA, Md., Jan. 7, 2025 /PRNewswire/ — Choice Hotels International, Inc. (NYSE: CHH) begins 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 looks draw from these iconic brands’ renowned legacy of world-class hospitality while embracing Choice Hotels’ bold and innovative vision to shake up the hotel industry’s upscale and upper upscale segments.
The new logos shepherd in a new phase of advancements for these brands under Choice, and are among one of 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 in 2024 to attract more upscale guests and investors and to optimize revenue for 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. This year will mark just the beginning of our efforts to translate that vision into something customers can experience and enjoy on property,” said Indy Adenaw, Senior Vice President and General Manager, Upscale Brands, Choice Hotels International. “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, Choice 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 functional and inviting Scandinavian-inspired public space and guest room 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.
RADISSON
Radisson is owning its space as a pioneer in hospitality. The 115-year-young brand was first established in the United States by visionary hotelier Edna Dickerson. Through her focus on purposeful innovation, Radisson became a global powerhouse. 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.
RADISSON BLU
Radisson Blu invites you to follow your curiosity and think in Blu. The first hotel, opened as the SAS Hotel in Denmark in 1960, was designed by acclaimed architect Arne Jacobsen and was heralded as the first design-forward hotel, a hallmark retained by the brand today. The new Radisson Blu 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. With a vision to transcend the ordinary, Radisson Blu hotels attract the traveler seeking a stay that combines style with substance, innovation with comfort and a sense of belonging in an elevated environment.
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. 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. With a simplified creative identity and mission to immerse guests in their destination, Radisson Individuals properties serve as an explorer’s haven.
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.
In 2025, guests can visit a growing number of Radisson-branded properties in popular and up-and-coming leisure destinations. This includes the recently opened Radisson near the historic center of Puebla, one of Mexico’s most visited cities, and upcoming Radisson hotels opening in Playa Caracol, one of Panama’s most stunning beaches, and in San Luis Potosí, Mexico, known for its historic sites and cultural institutions.
Choice has also invested in strengthening Radisson-branded hotels in its portfolio. This year, it will begin a $15 million renovation of the Radisson Blu Mall of America, turning it into an anchor hotel that embodies the reimagined Radisson Blu brand. It also completed a sweeping renovation of the stunning Radisson Salt Lake City Hotel, with new designs in the lobby, guest rooms and meeting spaces blending modern design with influences from Salt Lake City’s natural landscape. A second phase of the renovation will be completed this year and will include the addition of 215 West, a charming, on-site coffee shop.
Conclusion
I am somewhat confused about what these “to optimize revenue for owners” and “elevated and flexible food and beverage concepts at Radisson hotels” mean for the guests.
Optimizing revenue for the owners usually means less staff, which equals worse service, and smaller rooms. Flexibility in the F&B context usually means nothing elevated, but I wish to be proved wrong.
However, it is extremely confusing that these three brands will have different visual identities in the Americas compared to the rest of the world.
