Ascend Collection by Choice Hotels Breaks 400 Hotel Mark and Gets a Bold New Look
Nikhil Prasad 
Hotel News: Ascend Collection Reaches a New Milestone
Choice Hotels International is making waves in the hospitality world as its Ascend Collection brand hits a new global benchmark with more than 400 boutique and resort-style properties now open. As of 2024, the Ascend Collection operates 423 independent hotels across the globe and is showing no signs of slowing down, with over 70 more properties already in the development pipeline. First introduced in 2008 as the industry’s pioneering “soft brand,” the Ascend Collection has successfully carved out a space in the upscale segment by offering travelers one-of-a-kind experiences and owners a flexible business model that doesn’t compromise on character or revenue.
400 boutique and resort-style properties now open globally
Image Credit: Choice Hotels
This Hotel News report highlights how Ascend’s performance reflects the broader upscale strategy of Choice Hotels International, a company that now boasts over 110,000 rooms in its upscale and upper-upscale category—a 44 percent increase from the previous year. Markets recently added to the Ascend Collection footprint include key leisure and urban destinations such as Washington, D.C.; Park City, Utah; Vancouver; Mexico City; Queensland, Australia; and most recently, Calama, Chile, a gateway to the Atacama Desert.
New Identity for a New Era
In tandem with this major growth milestone, Choice Hotels unveiled a refreshed brand identity for Ascend Collection, including a sleek new logo that gives equal emphasis to both “Ascend” and “Collection.” The minimalist yet sophisticated design honors the brand’s legacy while offering a modern feel that harmonizes with the individuality of each property. According to Choice Hotels executives, this visual update represents more than cosmetic change—it signals the brand’s next chapter as a global leader in bespoke hotel stays.
“As Choice continues to strategically grow its upscale business, we remain dedicated to the opportunity that inspired the creation of the Ascend Collection,” said Megan Brumagim, Vice President of Upscale Brands. “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.”
Signature Stays Across the Globe
The Ascend Collection is celebrated for featuring properties that reflect the culture, history, and personality of their locations. Some standout members of the collection include:
-Ice Hotel – Kiruna, Sweden: Guests can spend the night in rooms sculpted entirely from ice and snow or relax in warm, chalet-style accommodations.
-Amberes 64 – Mexico City, Mexico: Located in one of the city’s most vibrant neighborhoods, this hotel blends modern design with proximity to key attractions.
-Copperhill Mountain Lodge – Åre, Sweden: A rustic mountain escape with breathtaking views and Scandinavian charm.
-Inn at I’On – Mount Pleasant, South Carolina: A classic Southern retreat near historic Charleston.
-St. Charles Coach House – New Orleans, Louisiana: A former 1920s car dealership transformed into a stylish boutique hotel, steps from NOLA’s iconic attractions.
Choice Hotels’ Tools for Success
The growth of Ascend is not accidental. Choice Hotels supports its franchisees with a powerful technology and service infrastructure that helps owners stay competitive. These tools include:
-ChoiceMAX: An AI-driven revenue management system that adjusts rates in real time.
-ChoiceConnect: A portal offering property performance insights.
-choiceEDGE: An advanced guest reservation platform.
-choiceADVANTAGE: A robust property management system that streamlines operations.
The company has also revamped its website and mobile app to drive direct bookings, resulting in a 16 percent increase in upscale bookings. Its loyalty program, Choice Privileges, has grown stronger too, with up to 180,000 upscale rooms now bookable, providing loyal travelers with more exclusive experiences.
Why This Matters for Hotel Owners
Choice Hotels’ franchisee-first approach gives independent hoteliers the chance to thrive under a recognized brand while maintaining their property’s identity. Mark Shalala, Senior Vice President for Upscale Development, emphasized, “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. With the support of our platform and the flexibility of the Ascend model, now is the perfect time to join.”
With expansion into new international markets, enhanced branding, and industry-leading support, the Ascend Collection is emerging as a force in the global hospitality space. Its continued growth underscores the increasing demand for personalized travel experiences that break free from the generic hotel mold.
For hotel developers and independent property owners, Ascend offers the perfect balance of global reach and local character, while travelers enjoy unforgettable stays in uniquely crafted settings that reflect the soul of each destination.
For the latest about Choice Hotels or the Ascend Collection, keep on logging to Bangkok Hotel News.
