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Copperhill Mountain Lodge, an Ascend Collection hotel in Åre, Sweden. – Image Credit Choice Hotels
Ascend Collection, a brand under Choice Hotels International, Inc., has reached a significant milestone: More than 400 independent resort, historic, and boutique hotels are now open globally.
Choice Hotels International, Inc. celebrates a significant achievement for the Ascend Collection brand, which now operates over 400 independent resort, historic, and boutique hotels worldwide since its inception in 2008.
As part of its ongoing growth, Choice Hotels has simplified the brand name to “Ascend Collection” and unveiled a new logo. Ascend Collection currently operates 423 hotels globally and plans to expand into high-demand leisure and urban markets, with over 70 hotels in the global pipeline.
In 2024, the brand increased its total room numbers globally by over 40% compared to 2023. The brand also expanded into new markets, including Washington, D.C., Park City, Utah, Vancouver, Mexico City, Queensland, Australia, and recently signed a hotel in Calama, known as the gateway to Chile’s Atacama Desert.
The growth of the Ascend Collection is part of Choice Hotels’ broader upscale portfolio expansion. In 2024, the company increased its Upscale and upper upscale room count by 44% to over 110,000 rooms, which makes up nearly 20% of its room portfolio.
The new Ascend Collection logo highlights the words “Ascend” and “Collection,” reinforcing the brand’s status as the industry’s original soft brand. With a clean, simplified, and elegant style, the logo subtly complements each hotel, allowing its distinct identity to shine.
The Ascend Collection portfolio includes a range of distinctive properties offering unique guest experiences. These include the Ice Hotel in Kiruna, Sweden, the world’s first and largest ice hotel; Amberes 64 in Mexico City, a design hotel reflecting the city’s diverse architectural landscape; Copperhill Mountain Lodge in Åre, Sweden, an exclusive mountain resort offering panoramic views of the Swedish countryside; Inn at I’On in Mount Pleasant, South Carolina, reflecting Southern charm; and St Charles Coach House in New Orleans, Louisiana, a hotel with a rich history dating back to 1921.
