Choice Hotels International has marked a major milestone in its global expansion strategy, with the Ascend Collection now boasting more than 400 distinctive properties around the world. Known for its curated portfolio of independent boutique, historic, and resort hotels, the Ascend Collection continues to attract travelers seeking unique, upscale stays with local flair.
Ascend Collection: From Industry First to Global Force
Launched in 2008 as the first “soft brand” in the hospitality industry, the Ascend Collection was a game-changer—allowing independent hotels to maintain their identity while benefiting from the scale and support of a major hotel group. Today, it has grown to 423 open properties across six continents, with more than 70 additional hotels in the pipeline. The brand experienced a 40% surge in total room count globally in 2024 compared to the previous year, reflecting rising demand for personalized travel experiences.
As part of its evolution, the brand is now officially known as the “Ascend Collection,” accompanied by a sleek new logo. The refreshed visual identity emphasizes both “Ascend” and “Collection,” underscoring the brand’s dual mission: to offer elevated stays and to celebrate each property’s unique character.
Global Footprint Reaches New Destinations
Recent expansion efforts have brought the Ascend Collection to an impressive range of high-interest travel destinations. New openings in 2024 include vibrant urban hubs and leisure escapes such as Washington, D.C.; Park City, Utah; Vancouver; Mexico City; and Queensland, Australia. The brand has also made its mark in South America, signing a hotel in Calama, Chile—an emerging tourism gateway to the otherworldly Atacama Desert.
Mark Shalala, Senior Vice President of Development for Upscale Brands at Choice Hotels, highlighted the significance of the 400-property mark. “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,” he said. He emphasized the brand’s growing visibility and revenue potential, especially as it expands into new and desirable markets.
Showcasing Distinctive Guest Experiences
What sets the Ascend Collection apart is its commitment to offering experiences that go beyond the typical hotel stay. From ice-sculpted rooms to Southern hospitality, these properties embody regional culture while meeting modern travelers’ expectations for quality and comfort.
- Ice Hotel – Kiruna, Sweden: A world-renowned hotel crafted entirely from ice and snow, offering guests the rare chance to sleep in sculpted, frozen suites or opt for a cozy chalet with panoramic winter views.
- Amberes 64 – Mexico City, Mexico: A sleek design hotel located in one of the city’s trendiest neighborhoods, blending contemporary style with access to historic landmarks and cultural venues.
- Copperhill Mountain Lodge – Åre, Sweden: Nestled in one of Europe’s top ski regions, this upscale lodge combines rustic Scandinavian charm with breathtaking views of the Swedish wilderness.
- Inn at I’On – Mount Pleasant, South Carolina: Located near Charleston, this stately inn offers a peaceful retreat steeped in Southern charm and architectural elegance.
- St. Charles Coach House – New Orleans, Louisiana: Once an early 20th-century auto dealership, this reimagined boutique hotel channels local history and culture, steps from the French Quarter.
Technology, Flexibility, and Franchisee Support
The Ascend Collection’s success is also credited to Choice Hotels’ robust infrastructure for franchisees. Proprietors benefit from a flexible operating model and a suite of powerful tools like ChoiceMAX for revenue optimization, choiceEDGE for guest reservations, and choiceADVANTAGE for property management. These systems help hotel owners adapt quickly to changing markets while keeping focus on delivering standout guest experiences.
The group has also invested in digital upgrades, including a refreshed ChoiceHotels.com and mobile app, launched in December 2024. These updates contributed to a 16% increase in direct bookings for upscale properties. Combined with enhancements to the award-winning Choice Privileges loyalty program, travelers now have easier access than ever to book more than 180,000 rooms across the upscale portfolio—including those in the Ascend Collection.
Megan Brumagim, Vice President of Upscale Brands at Choice Hotels, captured the brand’s ethos: “In a market saturated with cookie-cutter hotels, Ascend offers bespoke experiences that guests increasingly crave.” She added that the brand allows owners to craft elevated stays without sacrificing their vision, ensuring that each Ascend property stands apart.
As the global appetite for boutique and experience-led accommodations grows, the Ascend Collection is poised to become an even bigger player in upscale travel—offering a compelling mix of individuality, comfort, and global access for both owners and guests alike.
