Choice Hotels International has introduced reimagined visual identities for its Radisson Hotels Americas portfolio, which includes Radisson, Radisson Blu, and Radisson Individuals. The move is part of the company’s broader strategy to revitalize the brands it acquired in 2022 and strengthen its position in the upscale and upper-upscale hotel market.
New branding Radisson Blu keycard.
The updated branding includes modernized logos and design elements inspired by each brand’s history. Radisson’s new logo pays homage to its American roots with bold typography, while Radisson Blu reflects its Scandinavian design heritage with minimalist, wide-spaced lettering. Radisson Individuals, a collection of boutique and independent hotels, emphasizes uniqueness with a subtle and simplified logo.
This branding update is part of a series of changes Choice plans to roll out in 2025. Enhancements include redesigned public spaces and guest rooms, elevated bathroom amenities, and flexible dining concepts. Radisson Blu properties will incorporate Scandinavian-inspired designs, including functional elements like vanity walls and full-sized closets. The company is also investing in renovations at key locations, such as a $15 million upgrade to the Radisson Blu Mall of America and a completed redesign of the Radisson Salt Lake City Hotel.
Choice Hotels plans to debut the new branding at select properties, including the Radisson Hotel El Paso Airport and Radisson Blu Fargo, with further expansion in destinations such as Panama and Mexico. The updates aim to attract upscale travelers and provide stronger returns for hotel owners.
Radisson properties will continue to participate in the Choice Privileges rewards program, offering points redeemable across the company’s portfolio of over 7,000 properties globally.
New branding Radisson keycard.
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