Choice plans upgrades for upscale, upper-upscale brands

In 2023, Choice Hotels International grew its portfolio of upscale hotels to 400, opening 19 new hotels as part of the Ascend Hotel Collection and nine new Cambria Hotels, and driving a more than 8 percent year-over-year increase in revenue per available room for the Radisson brand.

For 2024, the company will update five of the eight brands across its upscale and upper-upscale portfolio, including Cambria Hotels, Ascend Hotel Collection, Radisson and Radisson Individuals to drive more value for owners and repeat stays from guests.

“Radisson Blu has proven its potential and appeal among guests and owners alike as it transcends the ordinary, redefining upper upscale by blending contemporary design with warmth and an enriching environment,” said Indy Adenaw, senior vice president and general manager, upscale brands, Choice Hotels. “The upper and upscale landscape is littered with generic hotels and Choice now has the opportunity with 400 hotels and counting, and the proven success we’ve had, to make a statement and drive even stronger returns for hotel owners and repeat stays for guests.”

The company is looking to create unique, brand-specific amenities, revamped food and beverage programs and Choice Privileges rewards for all five of the upscale and upper upscale brands.

Choice also assembled a team to lead the upscale and upper upscale brands to greater heights. In addition to Adenaw, who led Sheraton’s global turnaround and launched Moxy at Marriott, segment leadership includes Alexandra Coleman, vice president, upscale brand management, who has more than 15 years of brand experience including at Marriott, and Patrick Curran, director of food and beverage, upscale brands, who was the executive chef at Momofuku and Riggs Washington, D.C. The company also tapped creative and brand agency support with Design Agency and RO New York.