Ascend Collection, a part of lodging franchisor Choice Hotels, has surpassed 400 independent hotels worldwide.
Known for its resort, historic, and boutique hotels, the brand said it is embracing a new chapter with a new logo.
The Ascend Collection is now actively expanding into new leisure and urban markets, with more than 70 hotels in the pipeline worldwide.
This strategic growth has led to an over 40% increase in total rooms worldwide in 2024 compared to the previous year.
New markets such as various locations in the US, along with Queensland, Australia; and Calama, Chile, have recently been added to the brand's portfolio.
Choice Hotels International's upscale brands development senior vice president Mark Shalala said: "The collection's expansion, particularly into new and exciting destinations like Chile, positions us even better to raise brand awareness and help drive more bookings and revenue potential for owners.
“With the benefits of being part of Choice Hotels' fast-accelerating upscale business, the power of our franchisee support system and the brand's flexible operating model, now is the perfect moment to become an Ascend owner."
Choice Hotels' broader upscale portfolio has also seen a 44% growth in upscale and upper upscale rooms, now accounting for nearly 20% of the company's room portfolio with over 110,000 rooms.
Following a major refresh of its website and mobile app in December 2024, the company has seen a 16% increase in direct bookings to upscale hotels.
The new logo for the Ascend Collection features a balanced emphasis on both 'Ascend' and 'Collection', offering a clean and simplified design that allows the individual character of each hotel to stand out.
Choice Hotels International's upscale brands vice president Megan Brumagim said: "In a market saturated with cookie-cutter hotels, Ascend offers bespoke experiences that guests increasingly crave.
“It also gives owners the flexibility to deliver elevated, experience-driven stays without compromising their vision, ensuring every experience at an Ascend hotel is unlike any other."
Choice Hotels said it continues to support its franchisees with tools to optimise operations, adapt to changes in the market, and increase revenue opportunities.
Earlier this month, the company broadened the footprint of its Everhome Suites brand in the US with three new properties in Huntsville, Alabama; Chandler, Arizona; and Temecula, California.
