Choice Hotel International’s Ascend Collection surpasses 500 hotel openings | News

Ascend Collection, a luxury soft brand of Choice Hotels International, Inc. and the first and largest soft brand in the luxury segment, has surpassed its 500th milestone with the opening of new hotels, including The Harrison Hotel in Downtown Hollywood, Florida and The Gould Hotel in Seneca Falls, New York. Together, these additions underscore Ascend Collection’s continued momentum and reflect the brand’s commitment to offering guests unique, locally inspired stays that celebrate the individuality of each destination.

The Harrison Hotel
One of the newest openings is The Harrison Hotel, an Ascend Collection Hotel, offering a newly renovated boutique experience in the heart of Downtown Hollywood, Florida, between Miami and Fort Lauderdale. Located in the city’s historic arts, dining and entertainment district, the 95-room hotel offers easy access to Fort Lauderdale-Hollywood International Airport, Port Everglades and Port Miami. Guests can enjoy premium linens, free WiFi and hot breakfasts, an outdoor pool, fitness center, on-site restaurant and poolside bar, free airport transportation and 2,500 square feet of flexible meeting space.

The Gould Hotel
In Seneca Falls, New York, The Gould Hotel, an Ascend Collection Hotel, combines more than a century of history with modern comforts in the heart of the Finger Lakes region. The carefully restored 48-room property originally opened in 1920 and has been welcoming guests for over 105 years. Located next to the Women’s Rights National Historical Park, it is moments from local shops, museums and scenic canal walks. Guests can enjoy timeless interiors with hardwood floors and carefully curated period details, along with amenities such as complimentary breakfast and a fitness center.

“Reaching 500 open hotels is a defining milestone for Ascend Collection and a powerful reflection of the momentum across our entire luxury portfolio,” said Indy Adenaw, Senior Vice President, Upscale Segment, Choice Hotels International. “This achievement underscores the strength of our soft brand strategy and the growing demand for distinctive, experience-driven hotels. Each Ascend Collection hotel is carefully designed to reflect the local community while delivering the high-end amenities, flexible spaces and authentic experiences that today’s luxury guests expect.”

Ascend Collection continues to build on this growth with a robust pipeline of 70 properties as of March 2, in key US and international markets, including expected openings in Flagstaff, Arizona, Anaheim, California and Miami, Florida. The brand’s steady expansion is complemented by strong momentum alongside Radisson Individuals, Choice Hotels’ higher-end luxury hotel brand. Last year, Choice Hotels signed the first two Radisson Individuals projects in downtown Savannah, Georgia and Nashville, Tennessee, with developer interest continuing to grow as demand for distinctive, independent hotels remains high.

“The performance and compelling value proposition of our soft brands continue to resonate with developers and guests alike,” said Mark Shalala, Senior Vice President, Development, Upscale Brands, Choice Hotels International. “Ascend Collection and Radisson Individuals 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. They are well positioned in their respective segments to meet demand, support owner success and maintain their leading position in the dynamic and growing soft brand category.”

Additional achievements for Ascend Collection’s international portfolio in the past year include:

Deepening the European presence by entering Poland with its first property.
Accelerated growth in Canada with the addition of six new properties in Québec.
A milestone in Africa with the upcoming debut of a property in the Maasai Mara National Reserve, one of Africa’s most visited safari destinations in Kenya.
Expanding the brand’s presence in Latin America with the opening of its first property in Chile.
A long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China, which will add more than 9,500 rooms to the brand.
Many Ascend Collection hotels participate in Choice Privileges®, the #1 hotel rewards program, which recently launched an all-new rewards experience that allows members to earn more rewards more often, reach Elite status faster and access exclusive benefits designed to get the most out of every stay. Members can earn and redeem points for reward nights at Ascend Collection hotels, as well as at more than 7,000 properties across a diverse portfolio of brands in 46 countries and territories.