Choice Hotels is rebranding its upscale Clarion Collection brand as Ascent.
Executive Vice-President of Global Brand Operations Bruce Haase told franchisees the rename has come about because of confusion between the collection and the regular upper-midscale Clarion brand.
The Clarion Collection is a group of unique boutique and historic properties.
The change will affect about 35 properties in North America.
Forty-five other Clarion Collection properties around the world will keep the Clarion name.
By staff writer
