Choice Hotels’ Ascend Collection Tops 500 Hotels

Ascend Collection, the upscale soft brand of Choice Hotels International, has surpassed its 500th property milestone with the opening of new hotels including The Harrison Hotel in Downtown Hollywood, Florida and The Gould Hotel in Seneca Falls, New York. 

Choice says these additions underscore Ascend Collection’s continued momentum and reflect the brand’s commitment to delivering guests one-of-a-kind, locally inspired stays that celebrate the individuality of each destination.

“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. 

“This achievement underscores the strength of our soft brand strategy and the growing demand for distinctive, experience-driven hotels. Each Ascend Collection property is thoughtfully designed to reflect its local community while delivering the elevated amenities, flexible spaces, and authentic experiences today’s upscale guests expect.”

The Ascend Collection will continue to grow, with a robust pipeline of 70 properties in key markets across the U.S. and internationally. The brand’s steady expansion is complemented by strong momentum alongside Radisson Individuals, Choice Hotels’ upper upscale soft brand. 

Last year, Choice Hotels signed its first two Radisson Individuals projects in downtown Savannah, Georgia and Nashville, Tennessee. The company says developer interest continues to grow as demand for distinctive, independent hotels remains strong.

“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. 

“Ascend Collection and Radisson Individuals offer owners the flexibility to maintain their hotel’s unique identity while leveraging the power of Choice Hotels’ distribution, technology, and award-winning loyalty platform. They are well positioned in their respective segments to capture demand, support owner success, and maintain their leading position in the dynamic and growing soft brand category.”

Additional achievements for Ascend Collection’s international portfolio in the last year include:

• Accelerated growth in Canada with the addition of six new properties in Québec.
• Deepened European presence by entering Poland with its first property.
• Landmark 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.
• A long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China, which will add over 9,500 rooms to the brand.