Radisson Hotel Group Americas announced its newest brand, Radisson Inn & Suites.
The upper-midscale, limited-service, metropolitan hotel brand is “intended to defy the repetition and predictability of this popular hotel segment,” states a news release.
The similarly positioned Country Inn & Suites by Radisson brand delivers high satisfaction scores with guests and owners, but that brand was designed primarily for suburban markets with limited airport and urban locations, said Tom Buoy, interim CEO, executive vice president and chief commercial officer at Radisson Hotel Group Americas, in the release.
“We want to replicate that great experience with a personality and special amenities geared for the metropolitan traveler,” he said about the new brand. “We are thrilled to offer practical and thoughtful upper-midscale brands for consideration in any market across the Americas.”
Radisson expects the new brand will drive significant incremental growth for the company across the United States, Canada, the Caribbean and Latin America, Chief Development Officer Phil Hugh said in the release.
“The addition of Radisson Inn & Suites hotels in the Americas presents us with a tremendous opportunity as we look to revitalize our limited-service segment in metropolitan markets.” Hugh said. “Combined with our efforts to enhance our existing portfolio, the launch of this new brand enhances our worldwide reputation for bringing thoughtful, curated brands to the market and positions Radisson Hotel Group Americas for significant growth in the years ahead.”
Brand Design
Radisson designed Radisson Inn & Suites using feedback from owners and developers to incorporate the inviting experience and comforts of Country Inn & Suites to metropolitan areas with modern décor and amenities.
The new brand will offer owners flexible standards “to drive profitability and higher returns with hotels in airport locations, metropolitan areas, and mixed development communities,” the release states.
The brand will feature “timeless and modern” furniture, fixture and equipment selections that are also cost-effective and long-lasting.
“With the rising costs of furniture and materials, we wanted to ensure the design provided a thoughtful approach to FF&E, while capturing the modern feel of a metropolitan location,” Hugh said. “The Radisson Inn & Suites brand was built for today’s entrepreneur to provide a unique hotel product for guests while being cost-effective at the same time.”
The design of the new brand incorporates natural lighting to create an inviting and open atmosphere inside, with a focus on interior wood grains, plants and natural materials.
The color scheme is naturally grounded, with the blue-green hues of evergreens and morning mist inspiring interiors. Brand marketing, signage and way-finding will use the deep purples and oranges seen in sunsets.
Social and Creative Spaces
Radisson Inn & Suites hotels will also offer open lounges and social spaces to guests to use throughout the day and evening.
“People are inherently social, and meaningful social spaces are important to travelers, especially as we move into a post-pandemic era,” Buoy said. “The Radisson Inn & Suites design was developed with social spaces in mind.”
A typical breakfast room in a midscale hotel is usually empty after breakfast hours, but the Radisson Inn & Suites café-inspired lobby will allow guests to connect at all hours of the day, he said. The social spaces will serve as a hub for people to work, play, relax and more.
“These thoughtful design decisions will bring owners peace of mind knowing every square foot they’re investing in is optimized for use and valued by guests.”
The new brand will include a Creative Content Studio intended for gamers, influencers and other content creators. The studios will include state-of-the-art monitors, gaming chairs and high-speed internet connection for social media creation and video game play.
“More than 214 million people in the U.S. play video games at least once a week, and content creators on YouTube have an average of 8 million subscribers each,” Buoy said. “The pandemic not only generated more gamers, but it also led to the advent of more social content creators. The Radisson Inn & Suites Creative Content Studio provides the unique space for these social influencers to continue developing their messages and telling their stories while traveling.”