In an in-depth conversation with Hospitality Investor’s Patrick Whyte, Mark Shalala, SVP, Upscale Franchise Development of Choice Hotels International outlines the company’s strategic push into the upscale and upper-upscale segments. Central to this expansion is the integration of Radisson Hotels Americas—a move Shalala describes as a transformational milestone.
By offering distinct, non-competing brand propositions, Choice Hotels aims to unlock value for both developers and its 70 million+ members of its rewards program, Choice Privileges. Conversions will play a targeted role in growth, particularly through Radisson Individuals, while maintaining high product and performance standards. Shalala also emphasized the company’s renewed focus on soft branding, a space Choice Hotels pioneered with Ascend Collection.
These flexible models offer a win-win: unique, localized experiences for guests and operational and design freedom for developers—boosting profitability and market relevance. With this multi-pronged strategy, Choice Hotels is positioning itself as a compelling new contender in the upscale hotel landscape, focused on smart expansion, guest appeal, and developer ROI.
Choice Hotels International’s upscale global room system grew by 16% YOY in the first quarter of 2025, and now total more than 110,000 rooms. Today, Choice Hotels has solidified itself as the one to watch in upscale, with a growing portfolio that now represents 17% of its overall system.