Lodging franchisor Choice Hotels International has unveiled the relaunch of Park Inn by Radisson during its 68th Annual Convention in Las Vegas, Nevada, US.
The repositioning of the brand into the premium value conversion space aligns with Choice's strategic acquisition of Radisson Hotels Americas in 2022.
Park Inn by Radisson aims to meet the untapped needs of younger, value-conscious travellers seeking affordable, experience-cantered accommodations.
The relaunched brand is intended to offer 'brighter basics', including 100% smoke-free environments, high-speed Wi-Fi, and grab-and-go breakfast options, among others.
Choice Hotels brand strategy vice president Cathy Hartman said: “The relaunch of Park Inn by Radisson into the premium value conversion space underscores our commitment to delivering an unparalleled guest experience, inspired by the simplicity and vibrant energy of parks.
“The brand has been built around a promise to brighten up every stay with a refreshing blend of colour, connectivity, and convenience.”
With the integration into Choice Hotels, Park Inn by Radisson now has full access to Choice's global reservation channels.
This integration is expected to enhance digital traffic, increase bookings, and reduce OTA fees.
The relaunched brand will also continue its participation in the Choice Privileges programme, similar to its four existing domestic properties.
Choice Hotels Foundation development senior vice president Tom Nee said: “Park Inn by Radisson presents an exciting opportunity for our current and future hotel owners to tap into Choice's best-in-class conversion capabilities, proprietary tools, and dedicated support needed to thrive in this competitive landscape.
“We have already awarded our first contract for the relaunched brand in San Antonio, Texas, and interest in joining the brand is very high. We believe there is a meaningful runway for this brand, with the potential to expand domestically in the next several years.”
Last month, Choice Hotels said that its exchange offer to purchase all of the issued and outstanding shares of Wyndham Hotels & Resorts expired.
