Choice Unveils New Logo for Ascend Collection
CHOICE HOTELS INTERNATIONAL’S Ascend Collection recently surpassed 400 independent resort and boutique hotel openings worldwide. The company rebranded the line as “Ascend Collection” and unveiled a new logo to reflect its legacy and focus on highlighting each property’s unique character.
The Ascend Collection, launched in 2008, currently operates 423 hotels globally, with over 70 in the pipeline as it expands into leisure and urban markets, Choice said in a statement.
“Reaching more than 400 properties in the Ascend Collection is not just a milestone—it signals growing opportunities for owners,” said Mark Shalala, Choice’s senior vice president for development of upscale brands. “The collection’s expansion, including into destinations like Chile, helps raise brand awareness and drive bookings and revenue for owners. With Choice Hotels’ expanding upscale business, our franchisee support system, and the brand’s flexible operating model, now is the time to become an Ascend owner.”
The brand grew its global room count by over 40 percent in 2024 compared to 2023, and entered new markets including Washington, DC; Park City, Utah; Vancouver, Canada; Mexico City; and Queensland, Australia. It also signed its first hotel in Calama, Chile.
Megan Brumagim, Choice’s vice president for upscale brands, said the company remains focused on the opportunity that led to the creation of the Ascend Collection as it continues to grow its upscale business.
Choice recently held its 69th Annual Convention, “Powering the Future,” at Mandalay Bay in Las Vegas, where President and CEO Patrick Pacious delivered a keynote before thousands of owners, operators, and industry partners. The event featured 100 educational sessions, a vendor trade show, and brand updates focusing on company investments and strategies to drive revenue and reduce costs.
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