US: The Harborview in Wisconsin, The Crossroads Hotel – Newburgh in New York, and the 17 West Hotel in Oklahoma have joined the Ascend Hotel Collection by Choice Hotels.
Each of the new additions are owned and operated by Choice franchise owners.
The Harborview, owned by Eric Lund and managed by S&L Hospitality, is located on the shoreline of Lake Michigan. It offers 93 rooms as well as an onsite restaurant and bar.
The Crossroads Hotel – Newburgh features 124 rooms and is owned by Aims Newburgh Management LLC. Amenities include a seasonal outdoor pool.
17 West Hotel, the largest of the new additions by room count, offers 220 keys and is owned by OHT IV LLC. The hotel is managed by O’Reilly Hospitality Management LLC, which also has ownership interest in the Yellowstone Valley Lodge as well as five Cambria hotels.
In the coming months, Ascend plans to open hotels in Orlando (Florida) and Las Vegas (Nevada).
Janis Cannon, senior vice president of upscale brands at Choice Hotels, said: “Consumer travel preferences have evolved. Rather than bank away annual vacation days for a single holiday, travellers are increasingly taking advantage of opportunities to extend weekend trips and enjoy the flexibility of working remotely. With more than 200 distinct locations nationwide, Ascend hotels provide ideal accommodations for any getaway.
“Curious travellers looking for their next adventure aren’t the only ones turning to the Ascend brand. New and existing Choice owners alike seek Ascend membership to better position their outstanding upscale properties in guests’ favourite markets while tapping into the brand’s core philosophy of providing unforgettable experiences.”
Mark Shalala, senior vice president of franchise development for upscale brands at Choice Hotels, added: “Along with continuing to welcome new franchisees to the brand family, we’re incredibly proud to see so many existing Choice owners look for opportunities with the Ascend Hotel Collection following their success with other Choice brands.
“Since the brand’s inception, we’ve been committed to helping hoteliers take their upscale properties to the next level by expanding their global reach through our robust distribution channels, award-winning loyalty program and industry-leading technology – all while enabling them to retain their local identity and charm. It’s just one of the reasons, more than a decade later, Ascend remains the industry’s largest soft brand, and why guests and owners love this proven product.”
There are more than 315 Ascend Hotel Collection properties worldwide, comprising independent resort, historic and boutique hotels. Ascend hotel guests can participate in the Choice Privileges loyalty program, of which membership is free.
BHN recently spoke to Jonathan Mills, CEO EMEA at Choice Hotels, about the company’s recent brand portfolio refresh. Watch the interview here.