As part of the next chapter of growth for the brand, which was established as the first soft brand in the hotel industry in 2008, Choice is streamlining the brand name to the “Ascend Collection” and unveiling a new logo paying tribute to its “pioneering legacy while further embracing its mission to let each property’s unique character shine,” the company reports.
The Ascend Collection now has 423 hotels open worldwide and is continuing its expansion into high-demand leisure and urban markets with more than 70 hotels in the global pipeline. In 2024, the brand experienced an increase of more than 40% in total room numbers globally compared to 2023. The brand also entered new markets including Washington, DC.; Park City, UT; Vancouver; Mexico City; and Queensland, Australia. It also recently signed its first hotel in Calama, a city known as the gateway to Chile’s majestic Atacama Desert.
“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,” said Mark Shalala, SVP, development, upscale brands, Choice Hotels International. “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.”
The portfolio includes:
- Ice Hotel in Kiruna, Sweden
- Amberes 64 in Mexico City, Mexico
- Copperhill Mountain Lodge in Åre, Sweden
- Inn at I’On in Mount Pleasant, SC
- St. Charles Coach House in New Orleans
Megan Brumagim, VP, upscale brands, Choice Hotels International, added, “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.”
Tags: Amberes 64, Ascend Collection, Choice Hotels International, Copperhill Mountain Lodge, Ice Hotel, Inn at I'On, Mark Shalala, Megan Brumagim, St Charles Coach House
