Choice Hotels International has unveiled a new logo for its Ascend Collection as the soft brand celebrates surpassing 400 properties.
The Ascend Collection now has 423 hotels open worldwide and more than 70 hotels in the global pipeline. In 2024, the brand reported an increase of more than 40 percent in total room numbers globally compared to 2023. The brand last year also entered new markets including Washington, D.C.; Park City, Utah; Vancouver; Mexico City; Queensland, Australia; and recently signed its first hotel in Calama, Chile.
“Reaching more than 400 properties in the Ascend Collection is more than a milestone—it’s a clear signal of the growing opportunity for owners,” Mark Shalala, senior vice president, development, upscale brands, Choice Hotels International, said in a statement. “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 has been expanding upscale portfolio. In 2024, the company expanded the number of its upscale and upper-upscale room count by 44 percent to more than 110,000 rooms, which make up almost 20 percent of its room portfolio. Last year, the company invested in a major refresh of ChoiceHotels.com and the mobile app in December 2024, driving a 16 percent increase in lower-cost, direct bookings to upscale hotels since then.
The new logo gives equal prominence to the words “Ascend” and “Collection” and, according to the company, “subtly complements each hotel.”
The Ascend Collection includes:
Ice Hotel—Kiruna, Sweden: The world’s first and largest ice hotel has suites sculpted entirely from ice and snow as well as chalet-style hotel rooms.
Amberes 64—Mexico City, Mexico: This design hotel has modern aesthetics that mirrors Mexico City's diverse architectural landscape.
Copperhill Mountain Lodge—Åre, Sweden: This exclusive mountain resort has rustic Scandinavian design.
Inn at I'On—Mount Pleasant, S.C.: This property is minutes from historic Charleston.
St. Charles Coach House—New Orleans, La.: This hotel’s history dates back to 1921, first transitioning from a plantation to an automobile dealership to a boutique hotel.