Choice Hotels International has relaunched Radisson Individuals in the Americas as an upper upscale soft brand, focusing on full-service, boutique, and independent hotels.

This move follows Choice's acquisition of Radisson Hotels Americas in 2022, with Radisson Individuals being among the nine brands included in this deal.

In addition, Choice is introducing Radisson Individuals to hotel owners.

The move aligns with the company's push into the upper upscale market, with this initiative coinciding with growing consumer demand in this sector.

Hotels under the collection are set to embody local culture with distinctive designs, including a prominent front desk, traditional architecture, and artwork that reflects the character of the hotel's location.

These properties will offer experiences that allow guests to immerse themselves in their destination, featuring full-service bars and restaurants that showcase regional flavours, as well as upscale amenities such as pools, spas, and fitness centres.

A commitment to "consistently outstanding service" is also central to the brand's ethos.

Additionally, Radisson Individuals is part of the Choice Privileges rewards programme, which allows over 67 million members to earn and redeem points at over 7,000 hotels worldwide.

More than 30 Radisson Individuals properties have opened globally since 2020, with 15 franchised by Choice in the Americas.

Choice Hotels International president and CEO Patrick Pacious stated: "With Radisson Individuals, we have a great new opportunity for developers and owners of full-service boutique hotels to benefit from Choice's powerful distribution engine.

"Our 67 million Choice Privileges rewards members now enjoy access to 1,000 upscale, upper upscale and luxury hotels around the world, with more than 200 other properties in the pipeline. We are thrilled to welcome Radisson Individuals to this collection."