Country Inn & Suites by Radisson sees strong performance gains under Choice Hotels

Strategic investments in brand enhancements and franchisee support have reportedly driven a 19-point increase in RevPAR index, a 20 per cent rise in direct online bookings, and a year-over-year increase in group and business travel revenue, according to the company.

Strengthening brand appeal and guest experience

Choice Hotels has focused on enhancing guest satisfaction to reinforce the brand’s position in the competitive upper midscale segment. A refreshed guestroom design introduced in 2023—featuring modern finishes, functional furnishings and a refined colour palette—has received positive feedback, with 84 per cent of surveyed guests indicating they would likely return.

Deborah Gürün, director of brand management and strategy for Country Inn & Suites by Radisson, notes the strong guest reception, stating, “We’ve been thrilled to see guests respond so enthusiastically to the initial design refresh, which marked just the first step in reimagining the brand for today’s travelers.”

Looking ahead, the company is focused on further innovations to enhance the guest experience and improve owner returns.

Driving revenue growth through technology

According to Choice Hotels, a key driver of the brand’s success has been Choice Hotels’ digital infrastructure and revenue management tools. The relaunch of ChoiceHotels.com and the Choice Hotels mobile app has increased online booking conversions, while ChoiceConnect, a mobile-friendly owner portal, allows franchisees to monitor and manage hotel operations remotely.

Hoteliers have also benefitted from Choice’s advanced revenue optimization solutions, such as ChoiceROCS (Choice Hotels Revenue Optimization Consulting Services) and ChoiceMAX, an AI-driven revenue management platform that adjusts rates based on market conditions in real time.

Chandresh Patel, owner of the Country Inn & Suites in Gurnee, Ill., credited ChoiceROCS with boosting his property’s revenue and influencing his decision to acquire a second hotel. “The results we’ve achieved with ChoiceROCS have exceeded expectations,” Patel says. “It ensured we didn’t leave revenue opportunities on the table, even during slower seasons.” According to Choice Hotels, properties leveraging ChoiceROCS saw a two per cent higher RevPAR index year-over-year in 2024 compared to those not on the program.

Kyle Davis, owner of the Country Inn & Suites in Texarkana, Texas, emphasizes the impact of ChoiceMAX on his hotel’s revenue management. “ChoiceMAX has been a game-changer for our property,” Davis says. “Its ability to instantly adapt to market conditions has kept our hotel priced competitively and efficiently, especially at a time when many competitors are losing revenue.”

Expansion and investment outlook

Since joining Choice Hotels, 38 new Country Inn & Suites properties have been added to the development pipeline. The company is also making it easier for prospective owners to finance new hotels through a partnership with Bridge, a digital platform providing access to affordable financing solutions.

Judd Wadholm, senior vice-president and general manager of Choice Hotels’ upper midscale, midscale and economy brands, reaffirms the company’s commitment to franchisee success. “Country Inn & Suites by Radisson has performed well above the goals we set out for the brand when it joined the Choice family of brands,” Wadholm says. “We remain focused on a long-term strategy that strengthens this brand’s competitive edge and unlocks additional revenue channels for our owners.”

With strong franchisee retention rates, continued technological investment and a growing development pipeline, Country Inn & Suites by Radisson appears well positioned for sustained success within the upper midscale hotel segment.