Choice Hotels International has announced a major expansion into the Chinese market through a new long-term distribution and master franchise agreement with SSAW Hotels & Resorts.
This agreement adds 68 upscale properties, totaling over 9,500 rooms, to the Ascend Collection and grants SSAW exclusive development rights for the Comfort and Quality brands across Chinea as a master franchisee.
With this agreement, Choice Hotels strengthens its presence in key Chinese cities and unlocks enormous potential in Asia-Pacific’s fastest-growing market. SSAW’s highly regarded upscale brands – Pagoda, Narada Grand, SSAW Boutique and Ginlan Jia – will now be part of the Ascend Collection, with the newly affiliated properties expected to be bookable on ChoiceHotels.com within three months.
Guests can expect spacious, well-appointed rooms with rainforest showers, complimentary Wi-Fi, in-room comforts like minibars and tea/coffee, and standout amenities including onsite restaurants, concierge service, 24-hour front desks, business centers, and fitness facilities – perfect for both business and leisure travelers.
“This relationship allows us to scale quickly in a fast-growing market, with established, high-quality properties, and deliver even more value to travellers, including the 70 million members of our loyalty program, Choice Privileges,” Choice Hotels Asia-Pac CEO, Melbourne-based Trent Fraser said.
“This co-operation is a strategic measure of mutual benefit for both parties,” SSAW Hotels & Resorts Group CEO, Lily Zhu, said. Choice Hotels is one of the world’s leading hotel franchising groups and has extensive influence across the global industry.
“We are honoured to work with Choice Hotels. This deal allows us to introduce the Ascend Collection in China, and grants SSAW Group exclusive rights to develop and expand the presence of Comfort and Quality brands in Mainland China.
“This co-operation also reflects the importance of the Chinese hotel market and the potential business opportunities. The co-operation between our two companies can complement each other’s advantages in resource cooperation and is also an opportunity to enhance the internationalisation of SSAW Group.
“I believe that this cooperation can achieve positive results in many aspects such as market expansion, brand building and resource integration.”
“With our expanding platform, marketing channels, and proprietary tools and systems that drive franchisee success, combined with SSAW’s local leadership, Choice Hotels is poised for scalable long-term growth across China and beyond,” Choice Hotels International SVP & GM International Segment, Ricardo Losada, said.
All properties will participate in Choice Privileges, enabling more than 70 million global members to earn and redeem points at over 7,000 hotels worldwide.
