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Dive Brief:
Choice Hotels International relaunched the upper upscale soft brand Radisson Individuals in the Americas region Thursday, the company announced. 

Radisson Individuals, one of the nine upscale hotel brands Choice assumed as part of its acquisition of Radisson Hotels Americas in 2022, is relaunching as an upper upscale soft brand focused on full-service, boutique and independent hotels. The properties will offer bold design and immersive experiences in leading destinations, according to Choice. 

The brand relaunch is the latest strategic move by Choice to expand its upscale portfolio. The company’s upper-tier scale-up is a bid to improve guest experience as consumer demand changes, Indy Adenaw, senior vice president and general manager for upscale brands at Choice, shared with Hotel Dive.