Choice Hotels International has marked a new phase in the evolution of its Ascend Collection brand, now surpassing 400 properties worldwide. Alongside the milestone, the company has introduced a redesigned logo and announced continued expansion into key urban and leisure markets.
Strategic expansion and market positioning
The Ascend Collection, launched in 2008 as the hotel industry’s first soft brand, now comprises 423 properties globally. It is continuing its growth with more than 70 hotels in the pipeline. In 2024, the brand saw a 40% increase in global room count compared to the previous year. Recent market entries include Washington, D.C., Vancouver, Mexico City, and Queensland, with a new signing in Calama, Chile.
“Reaching more than 400 properties in the Ascend Collection is more than a milestone; it’s a clear signal of the growing opportunity for owners,” “The collection’s expansion, particularly into new and exciting destinations like Chile, positions us even better to raise brand awareness and help drive more bookings and revenue potential for owners. With the benefits of being part of Choice Hotels’ fast accelerating upscale business, the power of our franchisee support system and the brand’s flexible operating model, now is the perfect moment to become an Ascend owner.” – Mark Shalala, Senior Vice President, Development, Upscale Brands, Choice Hotels International.
Rebranding and design evolution
As part of the brand refresh, Choice Hotels has updated the logo to highlight both “Ascend” and “Collection,” maintaining its focus on individuality while aligning with upscale market expectations.
“As Choice continues to strategically grow its upscale business, we remain dedicated to the opportunity that inspired the creation of the Ascend Collection,” “In a market saturated with cookie-cutter hotels, Ascend offers bespoke experiences that guests increasingly crave. It also gives owners the flexibility to deliver elevated, experience-driven stays without compromising their vision, ensuring every experience at an Ascend hotel is unlike any other.” – Megan Brumagim, Vice President, Upscale Brands, Choice Hotels International.
Portfolio highlights
The Ascend Collection features a range of unique properties including:
– Ice Hotel in Kiruna, Sweden – known for its sculpted ice and snow suites.
– Copperhill Mountain Lodge in Åre, Sweden – a mountain resort offering panoramic views.
– Amberes 64 in Mexico City – a contemporary design hotel in a lively cultural district.
– Inn at I’On in South Carolina – located near historic Charleston.
– St. Charles Coach House in New Orleans – housed in a restored 1920s dealership building.
Upscale segment growth and tech integration
Ascend’s growth reflects Choice Hotels’ broader upscale strategy. In 2024, the group expanded its upscale and upper-upscale portfolio by 44%, now accounting for nearly one-fifth of its total rooms. Enhancements to its loyalty platform, Choice Privileges, and updates to its website and app have contributed to a 16% increase in direct bookings for upscale properties.
Choice also supports owners with a suite of proprietary tools such as ChoiceMAX, a real-time pricing solution, and other digital platforms like choiceEDGE and choiceADVANTAGE to manage reservations, rates, and operations.
With continued investment in technology and expansion, the Ascend Collection is positioned to strengthen its footprint in both emerging and established markets globally.
