Choice Hotels’ upscale Ascend Collection has surpassed 500 properties globally, marking a key milestone for the brand as it continues to expand across major markets.
Recent openings, including The Harrison Hotel in Florida and The Gould Hotel in New York, highlight ongoing growth and reinforce the brand’s focus on locally inspired, independent-style stays.
The brand’s expansion is supported by a pipeline of around 70 additional properties, with upcoming developments across the United States and international markets.
In Australia, the upcoming opening of The Ellen in Port Pirie reflects growing interest in the soft brand model, which allows hotels to retain their identity while benefiting from global distribution and systems.
Choice Hotels said the model continues to appeal to developers seeking flexibility alongside access to technology, loyalty programs and global reach.
Across Asia-Pacific, Ascend Collection is gaining momentum as part of Choice Hotels’ broader growth strategy.
The brand is seeing increased interest from hotel owners in Australia, New Zealand and Asia, particularly those looking for conversion-friendly options that combine local character with international support.
This aligns with rising demand for experience-led accommodation among both domestic and international travellers.
Mark Shalala, Senior Vice President, Development, Upscale Brands, Choice Hotels International, said the brand’s performance reflects broader industry trends.
“Ascend Collection offers owners the flexibility to maintain their hotel’s identity while leveraging the power of Choice Hotels’ distribution and technology,” he added.
