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Ascend Collection surpasses 400 openings globally and launches new logo
Choice Hotels International, Inc. is celebrating a major achievement for the Ascend Collection brand with more than 400 independent resort, historic and boutique hotels open around the globe.
As part of the next chapter of the brand's growth, Choice Hotels is streamlining the brand name as 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.
Established as the first soft brand in the hotel industry in 2008, Ascend continues to be a vanguard in the upscale segment, delivering meaningful results for owners and memorable stays for guests. The Ascend Collection has 423 hotels open worldwide and is continuing its strategic expansion into high-demand leisure and urban markets, with more than 70 hotels in the global pipeline.
In 2024, the company expanded the number of its Upscale and upper upscale room count by 44 per cent to over 110,000 rooms, which make up almost 20 per cent of its room portfolio. Additionally, it invested in a major refresh of ChoiceHotels.com and the mobile app in December 2024, driving a 16 per cent increase in lower-cost, direct bookings to upscale hotels since then. Following new enhancements this year, Choice Privileges, the company's award-winning loyalty program, has also become an even more powerful vehicle for attracting guests to upscale hotels, with up to 180,000 upscale rooms bookable today.
The brand last year also entered new markets including Washington, D.C., Park City, Utah, Vancouver, Mexico City, Queensland, Australia, and recently signed a 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," says Mark Shalala, senior vice president, 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."
Ascend's growing portfolio boasts a range of distinctive properties offering memorable guest experiences, including:
- Ice Hotel— Kiruna, Sweden: The world's first and largest ice hotel. Guests can spend the night in a suite sculpted entirely from ice and snow, or enjoy the warmth and comfort of chalet-style hotel rooms with views of winter scenery.
- Amberes 64 — Mexico City, Mexico: This design hotel features modern aesthetics that mirrors Mexico City's diverse architectural landscape. It's a top choice for guests who want to stay in one of the city's hottest neighbourhoods for dining and shopping, while still being close to top tourist attractions.
- Copperhill Mountain Lodge — Åre, Sweden: This exclusive mountain resort, featuring rustic Scandinavian design, offers panoramic views of the Swedish countryside in Åre, one of Europe's most popular winter sports destinations.
- Inn at I'On — Mount Pleasant, S.C.: With its stately architecture and prime location in the I'On community, minutes from historic Charleston, this hotel offers guests an authentic experience of Southern charm.
- St. Charles Coach House — New Orleans, La.: This hotel's history dates back to 1921, once serving as an automobile dealership before transforming to a true boutique hotel. Perfect for guests who want to immerse themselves in NOLA's culture, the hotel is a streetcar stop away from historic sites and local dining favourites.
