Ascend Collection, an upscale soft brand of Choice Hotels International, Inc. and the first and largest soft brand in the upscale segment, has surpassed its 500th property milestone with the opening of new hotels including The Harrison Hotel in Downtown Hollywood, Florida and The Gould Hotel in Seneca Falls, New York.
These new additions underscore Ascend Collection’s continued momentum and reflect the brand’s commitment to delivering guests one-of-a-kind, locally inspired stays that celebrate the individuality of each destination, including 83 locations across Asia-Pacific.
Ascend Collection continues to build on this growth with a robust pipeline (in March 2026) of 70 properties, in key markets across the U.S. – including anticipated openings in Flagstaff, Arizona, Anaheim, California, and Miami, Florida – and internationally, including the forthcoming opening of The Ellen in Port Pirie, South Australia.
The Ascend Collection brand’s steady expansion is complemented by strong momentum with developer interest continuing to grow as demand for distinctive, independent hotels remains strong.
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Asia‑Pacific momentum
Across the Asia‑Pacific region, Ascend Collection continues to gain traction as part of Choice Hotels’ soft brand growth strategy, reflecting rising owner interest in conversion‑friendly, upscale offerings that balance local identity with the scale, distribution and support of a global hotel company.
In the region, Choice Hotels has strengthened its footprint through long‑term distribution agreements and targeted brand expansion, supporting both independent and multi-unit hotel owners seeking greater distribution reach, technology capabilities and access to Choice Privileges™ – one of the world’s largest hotel loyalty programs. This momentum aligns with growing demand across Australia, New Zealand and Asia for distinctive, experience‑led accommodation that resonates with both domestic and international travellers.
With a focus on thoughtful growth and owner success, Choice Hotels Asia‑Pacific remains well positioned to support future Ascend Collection opportunities across key urban, regional and leisure destinations.
“The performance and compelling value proposition of our soft brands continue to resonate with both developers and guests,” said Mark Shalala, Senior Vice President, Development, Upscale Brands, Choice Hotels International.
“Ascend Collection offer owners the flexibility to maintain their hotel’s unique identity while leveraging the power of Choice Hotels’ distribution, technology, and award-winning loyalty platform. The Ascend Collection is well positioned to capture demand, support owner success, and maintain a leading position in the dynamic and growing soft brand category.”
Additional achievements for Ascend Collection’s international portfolio in the last year include:
- A long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China, which will add over 9,500 rooms to the brand.
- Deepened European presence by entering Poland with its first property.
- Accelerated growth in Canada with the addition of six new properties in Québec.
- Landmark entry into Africa with the upcoming debut of a property in the Maasai Mara National Reserve, one of Africa’s most visited safari destinations in Kenya.
- Expanding the brand’s presence in Latin America with the opening of its first property in Chile.
Many Ascend Collection hotels participate in Choice Privileges™, which recently launched an all-new rewards experience enabling members to earn more rewards more frequently, achieve Elite status faster, and access exclusive benefits designed to help get the most from every stay. Members can earn and redeem points for reward nights at Ascend Collection hotels, as well as at more than 7,000 properties across a diverse portfolio of brands in 46 countries and territories.
Choice Hotels
2026-04-07 00:44:00