Ascend Hotel Collection Welcomes 6 New Properties


The firm plans to keep up the pace; the brand will open a total of 44 properties this year. Currently, there are more than 170 Ascend lodging destinations operating across the globe.

Ascend Hotel Collection, launched in 2008 by Choice Hotels International as the first major soft brand collection in the U.S., recently experienced quite a growth spurt. In April, six properties joined the collection, adding more than 500 guestrooms across the country.

As described by hotel data and analytics company STR Global, soft brand is a collection of hotels that allows owners and operators to affiliate with a major chain while retaining their unique name, design and orientation. “The Ascend hotel collection enables independent hoteliers to plug into our industry-leading technology, robust distribution channels, and rapidly expanding royalty program. It’s a win-win for them and for Choice,” Steve Joyce, president and CEO of Choice Hotels International, said during the company’s fourth quarter 2016 earnings call in February 16…

Ascend Hotel Collection Welcomes 6 New Properties


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