Choice Hotels International’s Ascend Collection has reached 500 properties following recent openings in the US, including The Harrison Hotel in Hollywood, Florida, and The Gould Hotel in Seneca Falls, New York.
The brand, positioned as an upscale soft brand, continues to expand with a pipeline of 70 properties as of March 2026. Planned openings include locations in Flagstaff, Arizona, Anaheim, California and Miami, Florida, as well as The Ellen in Port Pirie, South Australia.
Ascend Collection has also grown its presence in Asia-Pacific, where it currently includes 83 properties. The expansion reflects increased interest from hotel owners in flexible models that allow independent properties to retain their identity while accessing global distribution and technology platforms.
Choice Hotels said demand for independent and experience-led accommodation remains strong, supporting continued development activity. In Asia-Pacific, the company has expanded through distribution agreements and brand growth initiatives aimed at both single-property and multi-unit owners.
Recent developments in the international portfolio include a distribution and master franchise agreement with SSAW Hotels & Resorts in China, adding more than 9,500 rooms. The brand has also entered Poland, expanded in Québec with six additional properties, and plans to open a hotel in Kenya’s Maasai Mara National Reserve. In Latin America, Ascend Collection has opened its first property in Chile.
Many Ascend Collection hotels participate in the Choice Privileges programme, which allows members to earn and redeem points across more than 7,000 properties in 46 countries and territories.
“The performance and compelling value proposition of our soft brands continue to resonate with both developers and guests,” said Mark Shalala, senior vice president, development, Upscale Brands, Choice Hotels International.
“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.”
