Choice Hotels Asia-Pac’s upscale soft brand, Ascend Hotel Collection, has officially surpassed 500 properties worldwide and will soon include The Ellen in Port Pirie, South Australia.
The ‘soft brand’ model is seeing massive momentum in the Asia-Pacific region. Owners are increasingly looking for a ‘best of both worlds’ approach: maintaining their hotel’s unique independent identity while leveraging Choice Hotels’ global distribution, tech, and the 63-million-member Choice Privileges loyalty platform.
The collection now features 83 locations across Asia-Pacific and recent landmark entries into Poland, Chile, and a safari debut in Kenya’s Maasai Mara. A new master franchise agreement in China has also added 9,500+ rooms to the brand.
The Ascend Collection surpassed its 500th property milestone with the opening of The Harrison Hotel in Downtown Hollywood, Florida and The Gould Hotel in Seneca Falls, New York.
Ascend Collection continues to build on this growth with a pipeline of 70 properties, in key markets across the US – including openings in Flagstaff, Arizona, Anaheim, California, and Miami, Florida – and internationally, the forthcoming The Ellen opening.
Asia‑Pacific momentum
Across the Asia‑Pacific region, Ascend Collection continues to gain traction as part of Choice Hotels’ soft brand growth strategy, reflecting rising owner interest in conversion‑friendly, upscale offerings that balance local identity with the scale, distribution and support of a global hotel company.
In the region, Choice Hotels has strengthened its footprint through long‑term distribution agreements and targeted brand expansion, supporting both independent and multi-unit hotel owners seeking greater distribution reach, technology capabilities and access to Choice Privileges – one of the world’s largest hotel loyalty programs. This momentum aligns with growing demand across Australia, New Zealand and Asia for distinctive, experience‑led accommodation that resonates with both domestic and international travellers.
“The performance and compelling value proposition of our soft brands continue to resonate with both developers and guests,” Choice Hotels International senior vice president, Development, Upscale Brands, Mark Shalala said.
“Ascend Collection 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. The Ascend Collection is well positioned to capture demand, support owner success, and maintain a leading position in the dynamic and growing soft brand category.”
