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Ascend Collection Marks 400 Openings with a New Logo

Choice Hotels International, Inc., a prominent global force in the hospitality sector, is marking a significant milestone with its Ascend Collection surpassing 400 independent properties worldwide. This achievement symbolizes not only growth but also the brand's commitment to providing unique experiences in the upscale travel market. The Ascend Collection, which was co-founded in 2008 as the first soft brand in the hotel industry, continues to set the standard for boutique, historic, and resort-style hotels.

The brand’s recent achievements come with the introduction of a newly designed logo, which aligns with its mission to celebrate the individual character of each property in the collection. The new visual identity pays homage to its pioneering roots while simultaneously modernizing the brand's aesthetic. As part of this evolution, the name is streamlined to “Ascend Collection,” emphasizing its legacy and unique offerings within upscale hospitality.

Expanding Horizons

Currently, the Ascend Collection boasts 423 hotels, and with over 70 properties in development, the brand is expanding into highly sought-after leisure and urban markets. The past year has seen substantial growth, with a 40% increase in total room numbers, reflecting a rising demand for tailor-made hotel experiences. New markets have been tapped, including locations such as Washington, D.C., Park City in Utah, Vancouver, and even destinations in far-reaching places like Queensland, Australia, and Calama, Chile – often referred to as the gateway to the breathtaking Atacama Desert.

Mark Shalala, Senior Vice President of Development for Upscale Brands, noted this expansion as a clear indicator of the growing opportunities available for franchise owners. He asserted that Ascend's momentum and its unique positioning in the market create a compelling avenue for increased brand awareness, bookings, and revenue for owners.

A Focus on Individuality

The Ascend Collection is recognized for allowing each hotel to maintain its unique character while benefitting from being part of a global franchise. This commitment helps local hotels provide extraordinary experiences to their guests, standing out in a market often filled with cookie-cutter options. According to Megan Brumagim, Vice President of Upscale Brands at Choice Hotels, this flexibility allows owners to deliver distinctive stays that resonate with the individuality that modern travelers seek.

Notable Properties in the Ascend Collection

The Ascend Collection includes several standout properties that showcase the extensive diversity of experiences offered:

• - Ice Hotel — Kiruna, Sweden: This iconic structure is the world’s first and largest ice hotel, offering guests an unforgettable night in rooms crafted from ice and snow amidst stunning winter landscapes.

• - Amberes 64 — Mexico City, Mexico: A chic design hotel that mirrors the vibrant architectural diversity of Mexico City. Perfectly positioned near top dining and shopping locales, it’s a favorite for tourists and locals alike.

• - Copperhill Mountain Lodge — Åre, Sweden: Nestled in one of Europe’s prime winter sports destinations, it combines rustic charm with breathtaking views of the Swedish countryside.

• - Inn at I’On — Mount Pleasant, South Carolina: With elegant architecture and located just a stone's throw from historic Charleston, this property encapsulates Southern charm at its finest.

• - St. Charles Coach House — New Orleans, Louisiana: Once an automobile dealership, this boutique hotel’s historic roots offer guests a authentically immersive experience in the vibrant culture of New Orleans.

The Choice Hotels Advantage

Choice Hotels is investing heavily in technology and infrastructure to support its franchisees. With tools like ChoiceMAX and ChoiceConnect, owners gain insights to help optimize operations and adapt to market dynamics. These technological advancements, combined with a revamped mobile app and marketing strategies, are designed to enhance guest experiences and encourage direct bookings.

With the ongoing evolution of the Ascend Collection, Choice Hotels is not merely keeping pace with the industry; it is setting the stage for the future of boutique hospitality. As the market for bespoke hotel experiences continues to expand, so too does the potential for the Ascend Collection to lead the way, providing travelers with distinctive accommodations that go beyond the mundane.

For more information on the Ascend Collection and its offerings, visit Choice Hotels.