NORTH BETHESDA, Md. — Choice Hotels International, Inc. is celebrating a major achievement for the Ascend Collection brand with more than 400 independent resort, historic and boutique hotels open around the globe.
As part of the next chapter of the brand’s growth, Choice Hotels is streamlining the brand name as the “Ascend Collection” and unveiling a new logo paying tribute to its pioneering legacy while further embracing its mission to let each property’s unique character shine.
The Ascend Collection has 423 hotels open worldwide and is continuing its expansion into high-demand leisure and urban markets with more than 70 hotels in the global pipeline. In 2024, the brand experienced an increase of more than 40 per cent in total room numbers globally compared to 2023. Last year, the brand entered new markets, including Washington, D.C.; Park City, Utah; Vancouver; Mexico City; Queensland, Australia and more.
“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,” says Mark Shalala, SVP, Development, Upscale Brands, Choice Hotels International. “The collection’s expansion, particularly into new and exciting destinations like Chile, positions us even better to raise brand awareness and help drive more bookings and revenue potential for owners. 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.”
The new logo gives equal prominence to the words “Ascend” and “Collection,” reinforcing the brand’s status as the original soft brand in the industry. With a clean, simplified, and elegant style, the logo subtly complements each hotel, allowing its distinct identity to take centre stage.
“As Choice continues to strategically grow its upscale business, we remain dedicated to the opportunity that inspired the creation of the Ascend Collection,” says Megan Brumagim, VP, Upscale Brands, Choice Hotels International. “In a market saturated with cookie-cutter hotels, Ascend offers bespoke experiences that guests increasingly crave. It also gives owners the flexibility to deliver elevated, experience-driven stays without compromising their vision, ensuring every experience at an Ascend hotel is unlike any other.”
