Choice Hotels International celebrated a major milestone this month, with its Ascend Collection brand opening its 500th property.
The recent additions of The Harrison Hotel in Downtown Hollywood, Florida and The Gould Hotel in Seneca Falls, New York, signal a significant achievement for the largest soft brand in the upscale segment.
"Reaching 500 open hotels is a defining milestone for Ascend Collection and a powerful reflection of the momentum across our entire upscale portfolio," Indy Adenaw, Senior Vice President, Upscale Segment, Choice Hotels International, said in a statement.
"This achievement underscores the strength of our soft brand strategy and the growing demand for distinctive, experience-driven hotels," added Adenaw. "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."
As of March 2, Ascend Collection boasts a pipeline of 70 properties in important markets across the U.S. Anticipated openings include properties in Flagstaff, Arizona; Anaheim, California; and Miami, Florida.
Internationally, the brand has deepened its European presence by entering Poland with its first property, accelerated growth in Canada with the addition of six new properties in Québec, opened its first hotel in Chile, and entered Africa with the upcoming debut of a property in the Maasai Mara National Reserve.
What's more, a long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China will add over 9,500 rooms to the brand.
"The performance and compelling value proposition of our soft brands continue to resonate with both developers and guests," Mark Shalala, Senior Vice President, Development, Upscale Brands, Choice Hotels International, said in a statement.
"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," he added. "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."
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