Choice Hotels Revitalizes Park Inn by Radisson, Targets New Demographics

At its 68th Annual Convention, Choice Hotels International unveiled the strategic relaunch of Park Inn by Radisson, aiming to meet the needs of younger, value-conscious travelers through premium value conversions.

Choice Hotels Relaunches Park Inn by Radisson to Capture Emerging Market

During the 68th Annual Convention held in Las Vegas, Nevada, Choice Hotels International announced a significant repositioning of the Park Inn by Radisson brand. Acquired as part of the Radisson Hotels Americas acquisition in 2022, Park Inn is now set to target the premium value conversion space, catering specifically to a younger, cost-aware demographic.

A New Vision for Park Inn by Radisson

Cathy Hartman, Vice President of Brand Strategy at Choice Hotels, emphasized the brand’s new direction, stating, "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 revamped brand will focus on offering 'brighter basics' that include vibrant colors, crisp bedding, fast Wi-Fi, and convenient dining options, all designed to appeal to experience-centered travelers.

Strategic Benefits for Hotel Owners

The transformation of Park Inn by Radisson is not just about enhancing guest experience but also simplifying operations for hotel owners. Tom Nee, Senior Vice President of Foundation Development at Choice Hotels, highlighted the advantages for owners, "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." The brand promises a straightforward approach for owners backed by robust support and proprietary tools from Choice Hotels.

Integration and Expansion Plans

The first contract under the newly relaunched brand has been awarded in San Antonio, Texas, with significant interest from other potential franchisees. This relaunch is part of Choice Hotels’ broader strategy to integrate Radisson Hotels Americas seamlessly into its portfolio, enhancing franchisee support and leveraging its powerful global reservation channels to improve digital traffic and reduce OTA fees.

Loyalty and Rewards Enhancements

Continuing its tradition, the revitalized Park Inn by Radisson will remain part of the Choice Privileges rewards program, which allows members to earn points on eligible charges that can be redeemed at over 7,000 Choice-branded hotels worldwide. Additionally, members can accelerate their point earnings through daily expenditures via co-branded credit cards.

This strategic move is expected to position Park Inn by Radisson as a leader in the premium value conversion space, tapping into the growing market of young travelers looking for affordable, quality accommodations. Choice Hotels continues to strengthen its market presence, promising exciting developments for guests and hotel owners alike in the coming years.