With strong momentum, portfolio growth and major collaborative wins, Choice Hotels Asia-Pac closed out 2025 with 85 new properties to its network, marking a strong year for the brand in the Asia-Pac region and setting the stage for continued momentum in 2026. The year’s developments reflect not only Choice Hotels International’s reputation as a preferred accommodation provider but also its standing as a competitive franchising partner in a crowded and fast-evolving market.
Notably, the long-term distribution and master franchise agreement with SSAW Hotels & Resorts delivered significant expansion into the Asian market, with 63 established upscale properties joining the Ascend Collection. Under the agreement, SSAW was also granted exclusive rights to grow the Comfort and Quality brands across China, with plans to develop 100 new hotel builds over the next five years. This strategic move strengthens Choice Hotels’ presence in one of the world’s most dynamic hotel markets and establishes the foundation for scalable, long-term growth.
In Australia, another significant development was the introduction of MainStay Suites, the upper midscale extended stay brand, delivered through a collaboration with Extended STAY Australasia (ESA). This marks the brand’s first launch outside the United States and the first extended stay brand to enter the Australian market with global backing and a global loyalty program, responding to a growing demand for long-stay accommodation among corporates and guests requiring extended stays. For investors and developers, it presents a turnkey entry point into the expanding extended stay category with the support of experienced industry leaders.
Choice Hotels also announced the signing of LOAM Hotel in Stawell, set to join the Ascend Collection and poised to become the new jewel in the Grampians’ tourism crown. This development underscores Choice Hotels’ growing appeal for new-build projects, reflecting strong demand from developers seeking a globally backed brand. The hotel is expected to deliver a major boost for regional tourism and is projected to inject an estimated $150 million of economic value into the local economy over the next decade, with 74 new construction jobs and 53 ongoing roles as well as 100-plus indirect ‘flow-on’ jobs in the supply chain.
Portfolio expansion was celebrated with long-standing Launceston franchisee Dale Pentland, operator of Quality Hotel Colonial Launceston, who launched the upscale George Hotel Launceston, part of the Ascend Collection – showcasing the breadth of the Choice Hotels brand portfolio. The property seamlessly blends the city’s colonial heritage with contemporary design and represents the realisation of a vision 10 years in the making. Dale joined a number of franchisees expanding their portfolios with Choice Hotels, Including M&G Group, who added Comfort Inn Robe; Robert and Lisa Davy, with the addition of Comfort Inn Sunset; and Sunil Kotha and Bhavin Gaijiapara, who welcomed Comfort Inn & Suites King Avenue in Sale.
Late in 2025, Choice Hotels announced that renowned hotelier Jerry Schwartz of Schwartz Family Company would rejoin the Choice Hotels network, alongside white‑label management experts Trilogy Hotels, to rebrand, refurbish, and expand the iconic Leura Hotel into Comfort Resort Leura Gardens.
Choice Hotels Asia‑Pac CEO Trent Fraser said the increased adoption of white‑label hotel management systems reflects a growing industry trend, and Choice Hotels is actively advancing this approach by offering several formats across its brands to better support franchisees. “Strategic relationships are incredibly important to us, and we are always looking for ways to enhance the franchisee experience and help operators grow their business,” he said.
Last year also marked the beginning of an exciting collaboration with the National Basketball League (NBL) and NBL1, stepping onto the court as the Official Hotel and Accommodation Partner – a relationship that connects elite athletes and community clubs with meaningful sport‑travel benefits while driving brand visibility and occupancy across the network.
Importantly, the partnership also helps deliver measurable value to franchisees through increased brand recognition, incremental bookings, and deeper community engagement. A key component of the partnership is the Choice Sports Travel Program, offering registered teams discounts on the best available rate and providing a rebate back to their clubs. This practical, purpose‑driven initiative supports grassroots fundraising while simultaneously driving hotel occupancy.
Choice Hotels continued its support of the Alannah & Madeline Foundation and Cystic Fibrosis New Zealand, through the return of the Check in for Charity initiative across Australia and New Zealand. For one week in August, $2 from every stay was donated to help fund the vital work of both organisations, raising over AUD $55,000.
The year also marked an important sustainability milestone, with Choice Hotels becoming the first hotel franchisor in Australia to earn government‑backed Climate Active Certification, a meaningful reflection of our commitment to environmental stewardship and creating positive impact across our network.
Alongside this, Choice Hotel’s celebrated key franchisee milestones, including the 30‑year anniversary of Quality Hotel Wangaratta Gateway and the redevelopment of Bayside Geelong, an Ascend Collection Hotel, highlighting long‑standing franchisee success and continued investment in modern, guest‑focused facilities.
As 2025 drew to a close, Choice Hotels announced major enhancements to its award-winning Choice Privileges program, designed to deliver greater everyday value to members through simpler benefits and more rewarding ways to earn and redeem points. These changes build on enhancements introduced throughout the year, including digital gift card redemption with leading retailers and member-only savings on car hire through an agreement with Avis Budget Group – further strengthening the program’s relevance and appeal for travellers across the region.
Reflecting on the year, Choice Hotels Asia-Pac CEO Trent Fraser said he is proud of the achievements the business has enjoyed across 2025.
“Each of the new strategic collaborations we’ve formed this year helps us offer more tailored solutions to travellers, whether they’re holidaying, travelling for business, supporting a team on the road, or seeking a home away from home for an extended stay”, he said.
2025 really showed us what we can achieve. It was a milestone year where we strengthened relationships, celebrated loyalty, and welcomed both new and returning franchisees. These accomplishments reflect the energy and innovation at the heart of the Choice Hotels network, and the dedication of everyone who makes it possible. We look forward to building on this throughout 2026.”