Choice Hotels International announced that its Ascend Collection has opened its 500th property, adding the 95‑room Harrison Hotel in Downtown Hollywood, Florida, and the 48‑room Gould Hotel in Seneca Falls, New York. The new hotels bring the total number of Ascend Collection locations to more than 500 worldwide, marking a significant expansion of the company’s upscale soft‑brand portfolio.
The milestone underscores Choice Hotels’ strategy to grow its upscale segment, a key driver of higher‑margin revenue and a central element of the company’s revenue‑intensity transformation. By adding properties that emphasize local character and premium amenities, the brand reinforces its position as the first and largest soft brand in the upscale segment, delivering distinctive, experience‑focused lodging that appeals to modern travelers.
Developer interest remains strong, with a pipeline of 70 additional projects as of March 2 2026. Planned openings include Flagstaff, Arizona; Anaheim, California; and Miami, Florida, among others. The Ascend Collection’s international reach is expanding as well, with new properties in Poland, Canada, Africa, Chile, and a significant master‑franchise agreement in China that could add over 9,500 rooms.
"Reaching 500 open hotels is a defining milestone for Ascend Collection and a powerful reflection of the momentum across our entire upscale portfolio. This achievement underscores the strength of our soft brand strategy and the growing demand for distinctive, experience‑driven hotels. Each Ascend Collection property is thoughtfully designed to reflect its local community while delivering the elevated amenities, flexible spaces, and authentic experiences today's upscale guests expect," said Indy Adenaw, Senior Vice President of the Upscale Segment.
"The performance and compelling value proposition of our soft brands continue to resonate with both developers and guests. 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 capture demand, support owner success, and maintain their leading position in the dynamic and growing soft brand category," added Mark Shalala, Senior Vice President of Development for Upscale Brands.
Prior to this milestone, the Ascend Collection had 423 open hotels as of May 5 2025, indicating a rapid growth trajectory of more than 75 properties in less than a year. The brand’s expansion into international markets—particularly in Poland, Canada, Africa, Chile, and China—demonstrates its global appeal and the scalability of the soft‑brand model.
The 500‑property achievement signals that Choice Hotels’ soft‑brand strategy is resonating with both developers and guests, reinforcing the company’s ability to scale its upscale portfolio while maintaining high standards of local character and premium amenities. The milestone positions the Ascend Collection as a key driver of the company’s future growth and higher‑margin revenue streams.
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