Choice Hotels has refreshed the branding of its Ascend Collection, acknowledging the evolution of a brand that now has more than 420 hotels globally.
Having passed the milestone of 400 independent hotels open and trading around the world, in the last few months, Ascend now has an updated logo with a cleaner look. The move signals Choice’s intention to take the brand further, providing guests with a curated collection of some of the best independent properties which come with the benefit of the Choice loyalty programme and operational support.
Growing into new markets
Recent additions include hotels in new markets including Washington DC, Park City in Utah, Vancouver, Mexico City, Queensland in Australia, and Calama, the gateway to Chile’s famed Atacama Desert.
Ascend has been building since 2008, when Choice launched it as one of the first soft brands in the hotel space. Since then, it has consistently grown. In 2024 there was something of a growth spurt, with the portfolio growing by 40% in just one year.
“Reaching more than 400 properties in the Ascend Collection is more than a milestone; it’s a clear signal of the growing opportunity for owners,” said Mark Shalala, senior vice president at Choice responsible for development of upscale brands. “With the benefits of being part of Choice Hotels’ fast accelerating upscale business, the power of our franchisee support system and the brand’s flexible operating model, now is the perfect moment to become an Ascend owner.”
There are no end of standout properties within the Ascend Collection. In Sweden, the world’s first and largest Ice Hotel in Kiruna, Sweden is part of the collection, offering guests the unique experience of staying in a building constructed entirely from ice. Alternatively, a stay in the Copperhill Mountain Lodge, in the winter sports destination of Are, also provides Swedish hospitality, albeit in more normal Scandinavian surroundings.
Elsewhere, US additions include the Inn at I’On, in South Carolina, where traditional architecture combines with southern charm. And in New Orleans, the historic St Charles Coach House was once a car dealership, before its transformation into a boutique hotel. And for those adventuring to Mexico City, the Amberes 64 hotel offers a stay in a high design interior, close to the city’s key tourist destinations.
Newcomers to Ascend
Hotels join the Ascend Collection equally as an established business, or take the option of linking with Choice from the outset. Among those making an early commitment to benefit from Ascend are the Giacomo Hotel in Niagara Falls, which will resist shortly after a full refurbishment of its 45 rooms.
In Texas, the RiverPark Arlington hotel will join Ascend on opening in 2026. The 87 room property sits within a 29 acre site that includes a golf driving range and academy. And in South Boston, the four storey boutique Rook at South Boston will open in 2026 as an Ascend partner, in a community known for its Victorian architecture.
