Radisson Hotel Group has launched a new soft brand, Radisson Individuals. The company has designed it as a conversion brand, offering independent hotels and local, regional chains the opportunity to be part of the global Radisson Hotel Group platform.

Federico González, chief executive of Radisson Hotel Group, said: “The launch of Radisson Individuals marks another milestone in our ambitious five-year transformation plan to be recognised as one of the top three hotel brands in the world and the brand of choice for owners, guests, and talent. We created it in response to the evolving demands of the modern market for both hotel owners and guests. Joining Radisson Individuals is an ideal first step for individual hotels with strong service scores who wish to remain independent or may be considering transitioning to one of our successful core brands, as well as a strong proposition for local, regional hotel brands seeking to explore additional distribution channels and/or co-branding options.”

Radisson Individuals represents an opportunity for hotels to enhance their visibility, nurture customer confidence and access a wider audience through multiple distribution channels and a global sales structure.

These hotels will benefit from the contracting power and economies of scale that come from a brand that is trusted by millions of guests across the globe as well integrated IT and revenue platforms, and comprehensive operational systems to deliver high margins.

A number of hotels have already joined Radisson Individuals in the UK and Asia with additional properties in advanced discussions in Italy, Germany, Russia and beyond.