ascend collection hotel franchise opportunities
Together, these systems support improved performance, higher-quality demand and more efficient operations well beyond conversion.
Maintain your property’s operational and design independence.
A globally recognised soft brand for independent, character-led properties.
Benefit from booking platforms, distribution channels and ongoing support.
Access Choice Privileges™, our global loyalty program.
Ascend Collection™ is a soft brand designed for independent, boutique and experience-led hotels that want to retain their unique character while accessing the scale and support of a global brand.
It gives you the flexibility to maintain your property’s identity, without the constraints of a traditional brand model, while benefiting from Choice Hotels’ distribution networks, booking platforms and global systems.
By aligning with Ascend Collection™, you can connect with a broader mix of leisure, corporate and experience-seeking travellers, supported by our loyalty program and sales channels.
The result is a flexible brand approach that helps you extend your reach, access new demand opportunities, and position your property in a way that suits your location and long-term goals.
ascend collection hotels
What our partners say
We wanted to tell a little bit of our own story. The Ascend Collection is exactly that – it allows us to tell our own story while still be part of a larger collective of hotels around Australia, and indeed around the world. Choice Hotels assists us to be the best that we can be by maximising our revenues and getting people into the hotel – and we’re very confident that once that’s happened they’ll stay with us.
Paul Rogers
Ingot Hotel Perth, an ascend collection hotel
Perth, Western Australia
We joined Choice under the Ascend Collection brand to maintain our individual identity in the brand that we’d built, with a greater distribution and lower distribution fees. But we also got a support network across the Choice family, with experienced operators that we could share unique experiences with. Not feeling like we were going it alone was really important to us.
Jye Segboer
CH Boutique Hotel, an ascend collection hotel
Tamworth, New South Wales
We joined Choice Hotels in 2013 and essentially it was to generate bookings for our hotel. We operate a heritage property built in 1927 in the Sydney CBD, with 83 rooms, and occupancy was travelling at around 63%. Once I came on board in 2015, and working with Choice over the next couple of years, we accelerated that to 84% occupancy.
Paul Brasch
Castlereagh Boutique Hotel, an ascend collection hotel
Sydney, New South Wales
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