Choice Hotels has announced the newest addition to its upscale Ascend Hotel Collection – the Mayfair Hotel in New York City, US.

Situated in the city’s theatre district, adjacent to Broadway’s Eugene O’Neill, Ambassador, Gershwin and Barrymore theatres, the Mayfair Hotel is a seven-storey, 77-room boutique property. 

Guests are also close to Times Square, Hell’s Kitchen and other New York City attractions. 

The hospitality company said the recently renovated hotel blends historic charm with modern amenities, showcasing locally-inspired décor, lavish guest rooms and an on-site restaurant and lounge.

Choice Hotels’ strategic expansion

The Ascend Hotel Collection is the industry’s first and largest soft brand [a brand providing an affiliation between an independent hotel and a chain]. Soft brands allow the independent hotel to retain its branding and identity while benefitting from the group’s marketing resources. This can provide lower costs and increased flexibility compared to normal franchise agreements.

Choice is continuing its growth with the opening of the NYC property. There are now more than 360 Ascend Hotel Collection properties worldwide, either open or in the pipeline.

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Choice, an industry challenger in the upscale segment, is strategically expanding its footprint with brands such as Ascend, Radisson and Cambria Hotels. This diverse portfolio allows Choice to meet guests’ needs across a range of occasions and locations while delivering enhanced value for owners.

Choice privileges

The Mayfair Hotel is part of Choice Hotels’ award-winning loyalty programme, Choice Privileges. With more than 7,000 hotels in 46 countries and territories, members can earn and redeem points across an extensive brand portfolio. 

Choice remains committed to supporting its franchisees with a suite of proprietary solutions. From the choiceEDGE guest reservation platform to the choiceADVANTAGE property management system, and Your Key to Profit – a mobile-friendly platform with profitability tools – owners benefit from resources throughout every stage of their investment, ensuring maximum returns.