Dive Brief:
- Choice Hotels International has relaunched the Park Inn by Radisson brand, repositioning it in the premium value conversion space, the hotel company announced Thursday.
- Park Inn by Radisson is one of the nine upscale hotel brands that Choice assumed as part of its acquisition of Radisson Hotels Americas in 2022. The brand relaunch comes as Choice makes strategic investments aimed at driving revenue for hotel owners and operators, the hotel company detailed during its 68th Annual Convention in Las Vegas this week.
- The repositioned brand will cater to “the growing demographic of younger, value-conscious travelers” as well as developers and owners looking to gain scale in a challenging economic climate, according to Choice.
Dive Insight:
The repositioned Park Inn by Radisson brand was tailored to fit the needs of “a new generation of experience-centered travelers” who want connectivity and convenience, according to Choice.
Park Inn by Radisson properties now feature bright pops of color throughout, fast Wi-Fi and more places to charge devices, as well as grab-and-go breakfast items and coffee for guests.
The brand was designed to be “affordable for guests and simple for owners to deliver,” according to Choice.
“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,” Tom Nee, senior vice president of foundation development at Choice Hotels, said in a statement.
According to Nee, interest in joining Park Inn by Radisson has been “very high,” and the first contract for the relaunched brand has already been awarded in San Antonio.
“We believe there is meaningful runway for this brand, with the potential to expand domestically in the next several years,” Nee said.
In recent months, conversion hotels have been some of the fastest and most affordable options for developers and owners to grow portfolio scale in a tough lending environment. And experts told Hotel Dive at the beginning of the year that hotel conversions will continue to grow through 2024.
Other brands expanding in the conversion space include IHG Hotels & Resorts, with its newly launched midscale brand Garner, as well as Hilton and Marriott International.
In 2023, Choice executed 135 conversion openings, CEO Patrick Pacious detailed during the company’s annual convention. The hotel company has also made a concerted push in upscale in recent months, growing its Cambria brand and focusing marketing spend on the segment.
