Choice Hotels has big plans for their Radisson Blu and Cambria Hotels brands, while making another attempt to take over Wyndham Hotels.
By course or by force, Choice Hotels is planning for major growth in 2024.
The hospitality company announced new visions for their upscale and upper upscale brands, while taking a new direction in their proposed takeover of competitor Wyndham Hotels and Resorts.
Choice Nominates Wyndham Board Members, Looks at Two Hotel Brands
Since mid 2013, Choice has pursued a merger with Wyndham, claiming the two brands have enough similarities to come together. From holding negotiations to making a hostile bid, their attempts have not been successful.
In hopes to increase their odds, Reuters reports Choice has nominated several board members they hope would be friendly to their cause. Their choices include former Choice Hotels board members, advisors on leveraged buyouts, leaders of real estate investment trusts, and other executives in the hospitality industry.
“The current Wyndham board continues to refuse to engage in meaningful negotiations regarding a combination with Choice that would create extraordinary value,” Choice CEO Patrick Pacious told Reuters. “By supporting these nominees and participating in our exchange offer, Wyndham shareholders can send a clear message to the Wyndham board.”
Their growth strategy isn’t just focused on buying Wyndham. In a press release to future potential franchisers, the company shared their vision for the future of Radisson Blu and Cambria Hotels.
In the upper upscale category, Choice envisions Radisson Blu to be the “Nordic Vanguard” of the company. This includes focusing on unique architecture that “envelops guests in a calming environment.” The balance between “creating iconic, inviting environments” with a customer experience “akin to an art gallery curator” is key for the brand, with Choice showcasing their revitalization of the Radisson Blu Mall of America.
In addition, earning the top upscale award in the J.D. Power 2023 North America Hotel Guest Satisfaction Index Study isn’t enough. Learning from their brand experience at Cambria Hotels, the company says they are planning a big revitalization featuring “Unique, brand-specific amenities, revamped food & beverage programs and unique Choice Privileges rewards for all five of the upscale and upper upscale brands Choice is set to redefine this year.”
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