Ascend Hotel Collection announces record high brand signings

US: The Choice Hotel soft brand franchise Ascend Hotel Collection announced a record-breaking end to their decade.

The brand executed 96 contracts in 2019, adding 76 properties to their global portfolio of resorts and boutique hotels.

This confirms Ascend’s status as the industry’s largest soft brand, with over 315 properties open worldwide, and more to come. Ascend’s future targets include Brooklyn, Orlando, Australia, and the Caribbean.

Mark Shalala, senior vice president of upscale brands franchise development at Choice said of the news: “Choice Hotels created the soft brand concept, introducing it to the hotel industry 12 years ago with the launch of the Ascend Hotel Collection. Since that time, Ascend has led the upscale soft brand space with the number of properties franchised globally, but also with the quality of the properties we affiliate and the breadth of resources we deliver to our franchisees.”

The Ascend Collection is meant to provide unique upscale experiences, reflecting its surrounding communities. Examples include the waterfront focused Infinity Hotel in San Francisco, the theatre and entertainment themed Marquee in New Orleans, and the automotive and racing themed V8 Hotel Koln in Cologne.

Ascend’s most recent acquisitions include the Esquire in Gastonia, as well as the Colorado mountain resort the Ridgeline Hotel Estates Park. With more deals on the way, the future looks bright for Ascend.

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