Choice Hotels International is turning the page to an exciting new chapter for its Radisson Hotels Americas portfolio. With sleek new logos and elevated guest experiences on the horizon, this bold rebrand is all about redefining upscale hospitality in 2025 and beyond.

A Game-Changing Acquisition: The Foundation of Radisson’s Transformation

This transformation stems from Choice Hotels’ landmark $675 million acquisition of Radisson Hotel Group Americas in 2022. The deal brought nine brands, 624 hotels, and over 68,000 rooms under the Choice umbrella, significantly expanding its presence across the U.S., Canada, South America, and the Caribbean. This includes 10 Radisson Blu hotels, 130 Radisson hotels, nine Radisson Individuals, and a variety of other brands like Country Inn & Suites by Radisson and Park Plaza.

Radisson Brand Refresh: Modern Logos with Historic Roots

Let’s talk logos! Radisson, Radisson Blu, and Radisson Individuals are sporting fresh looks that nod to their storied pasts while stepping confidently into the future. Radisson’s new bold, elongated typeface pays tribute to its 115-year-old heritage, echoing the original signage created by its trailblazing founder, Edna Dickerson. 

Meanwhile, Radisson Blu channels its Scandinavian design roots with a minimalist gradient typeface that invites guests to “think in Blu.” Radisson Individuals keeps it sleek and understated, allowing each boutique hotel’s unique charm to shine through.

These updated visuals are more than just a facelift—they signal a bigger brand evolution. The bold Radisson logo celebrates its American origins, Radisson Blu’s design pays homage to its Danish beginnings, and Radisson Individuals perfectly balances elegance with individuality.

Honestly, while the new logos are important for the brand refresh, I’m not entirely convinced by these new designs. The new logos feel a bit too bland and way too corporate looking. So much so that they could belong to any big-name hotel chain like Marriott, Hilton, or IHG. There is really nothing particularly vibrant or eye-catching about them, and they don’t seem to capture the bold, dynamic spirit that Radisson has embodied in the past. Personally, I was hoping for something with more personality and color that would truly set the brand apart in the crowded upscale market. Unfortunately, logos are becoming way too boring today and lack any sort of creativity or boldness like the past. Hopefully one day, graphic design will return to that style.

New Upscale Hotel Experiences at Radisson Properties

In addition to new looks, Choice Hotels is rolling out exciting new guest experiences across Radisson properties in 2025. These experiences include:

• Upscale dining experiences that are elegant yet still feel approachable for anyone.
• Increase in grab & go food options that focus on quality.
• New wellness amenities.
• Introduction of new premium bath amenities such as shower, hair and body products.
• Smart room controls.
• Upgraded mobile check in process. 

More specifically in Radisson Blu hotels focus on its Scandinavian feature new Scandinavian-inspired public spaces and guest rooms. Most notable in the guest rooms will be the new standout “Get Ready Moment” wall which is a chic vanity setup with flattering lighting and a full-sized closet.

Radisson Blu Renovations and Strategic Investments

Choice isn’t holding back on investments either. The rebranding kicks off at flagship spots like Radisson Hotel El Paso Airport and Radisson Blu Fargo. A massive $15 million renovation is underway at the Radisson Blu Mall of America, promising refreshed rooms, modern meeting spaces, and updated public areas that perfectly reflect the brand’s new identity.

Expanding into hot travel destinations is also part of the strategy. New Radisson hotels are opening in vibrant locations like Puebla and San Luis Potosí in Mexico and the stunning Playa Caracol in Panama. 

Additionally, the Radisson Salt Lake City Hotel has completed a major redesign, blending sleek, modern touches with the city’s natural beauty. A second phase will introduce 215 West, a charming on-site coffee shop.

What’s Next for Choice Hotels and Radisson?

This bold rebrand is just the beginning. With over 7,500 hotels worldwide including more than 1,000 in the upscale and luxury categories. Choice Hotels is doubling down on its promise to deliver unforgettable stays. By blending rich brand histories with modern, guest-focused innovations, Choice is redefining upscale hospitality for today’s travelers.

“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.” 

Personally, I believe this is a genius move for Choice Hotels as we have seen in the past few years a heavy focus on brand improvements, new prototypes, and guest experience enhancements. This comes after years of a poorer brand image due to poor management, outdated locations and lower standards. With this move, it will position Choice into the more upscale market versus being heavily a budget oriented brand. Additionally, this puts Choice more in line with competition with IGH, Marriott and Hilton. 

From fresh designs to wellness-driven amenities and thoughtfully curated experiences, Radisson’s new era is here and it’s brighter, bolder, and more inviting than ever.

Ready to experience the new Radisson? Book your stay now and discover the future of upscale hospitality.