Clarion Collection Rebrands as Ascent

7th May 2008 (Last Updated May 7th, 2008 09:21)

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

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