Choice’s Ascend upscale soft brand passes 500

NATIONAL REPORT — Choice Hotels International’s Ascend Collection, an upscale soft brand, has surpassed its 500th property milestone with the opening of new hotels in Florida and New York.

The new openings include the 95-key The Harrison Hotel in Hollywood, Florida, and the 48-key The Gould Hotel in Seneca Falls, New York. The Harrison Hotel offers a newly renovated boutique experience in Hollywood, Florida, between Miami and Fort Lauderdale. The Gould Hotel blends more than a century of history with modern comfort in the Finger Lakes region. The hotel originally opened in 1920 and is located beside the Women’s Rights National Historical Park.

“Reaching 500 open hotels is a defining milestone for Ascend Collection and a powerful reflection of the momentum across our entire upscale portfolio,” said Indy Adenaw, senior vice president, upscale segment, Choice Hotels International. “This achievement underscores the strength of our soft brand strategy and the growing demand for distinctive, experience-driven hotels.”

The Ascend Collection has a pipeline of 70 properties as of March 2, across the U.S. and internationally, including anticipated openings in Flagstaff, Arizona; Anaheim, California; and Miami. The brand’s expansion is complemented by momentum with Radisson Individuals, Choice Hotels’ upper-upscale soft brand. Last year, Choice signed its first two Radisson Individuals projects in Savannah, Georgia, and Nashville, and the company said developer interest is continuing to grow.

“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.

In addition, the Ascend Collection continues its international growth with a deepened European presence by entering Poland with its first property; accelerated growth in Canada with the addition of six new properties in Québec; 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; and a long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China, which will add over 9,500 rooms to the brand.