Ascend Collection Surpasses 500 Locations, Boosts Visibility for LaTour Hotels with Soft Branding Benefits
🏨 LaTour Hotels & Resorts, led by Scott Styron in Asheville, NC, has transitioned many properties to Choice International's Ascend Collection, including the Church Street Inn in Charleston and Ocean Club in North Myrtle Beach. Since Ascend's launch in 2008, it has grown to over 500 hotels. The association provides technological and operational support, enhancing guest experiences without compromising each hotel's unique character. Notably, the Atrium Beach Resort in Sint Maarten reported record revenues after joining Ascend.
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