Radisson Hotel Group Americas has launched its new Radisson Inn & Suites brand of upper midscale, limited-service hotels.
The brand aims to defy the repetition and predictability of this popular hotel segment by bringing together unique lifestyle properties.
Strategic brand growth
Radisson’s new Radisson Inn & Suites brand is built on the promise to deliver a relatable and reassuring but reliably differentiated guest experience at hotels across airport locations, metropolitan areas and mixed development communities, while also helping owners drive profitability and higher returns.
“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,” said Phil Hugh, chief development officer, Radisson Hotel Group Americas. “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 brand takes into account feedback from owners and developers wanting to bring the Country Inn & Suites by Radisson brand to more metropolitan areas.
Commenting on the inspiration behind Radisson Inn & Suites, Tom Buoy, interim chief executive officer and chief commercial officer, Radisson Hotel Group Americas, said: “Country Inn & Suites by Radisson delivers high satisfaction scores with guests and owners alike, but as the name implies, it was designed primarily for suburban markets with limited airport and urban locations.”
“We want to replicate that great experience with a personality and special amenities geared for the metropolitan traveller. We are thrilled to offer practical and thoughtful upper midscale brands for consideration in any market across the Americas.”
Hugh added: “The addition of Radisson Inn & Suites hotels in the Americas presents us with a tremendous opportunity as we look to revitalise our limited-service segment in metropolitan markets.”
“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.”
A unique lifestyle concept
Radisson Inn & Suites properties will be distinguished by their contemporary design, friendly service and standout amenities, with each one promising an inviting atmosphere with comforts and convenience for business and leisure travellers who want to connect.
“People are inherently social, and meaningful social spaces are important to travellers, especially as we move into a post-pandemic era,” said Buoy. “The Radisson Inn & Suites design was developed with social spaces in mind.”
“A typical breakfast room in a mid-scale hotel is generally empty after breakfast hours. With the café-inspired lobby, guests have a place to truly connect at all hours of the day. The social space serves as a hub encouraging people to gather for work, play, relaxation, and more, like you would at an urban coffee shop. And these thoughtful design decisions will bring owners peace of mind knowing every square foot they’re investing in is optimised for use and valued by guests.”
Each of these owner-driven hotels is to feature modern but timeless furnishings and fixtures, with open lounges and social spaces that are designed for comfort and versatility. The brand design draws natural light into each interior space and makes use of natural materials to bring the outdoors in.
The colour palette will also take inspiration from elements of nature, with the blue-green of evergreens and the deep purples and oranges of a setting sun used in the branding.
The brand is geared towards content creators, with the design including a Creative Content Studio featuring state-of-the-art monitors, gaming chairs and high-speed Internet for social media content creation and video games.
“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 eight million subscribers each,” said Buoy.
“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 travelling.”
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