NORTH BETHESDA, Maryland—Selection Inns Worldwide, Inc. celebrated a milestone for the Ascend Assortment model with greater than 400 impartial resort, historic, and boutique lodges open across the globe. Established as the primary gentle model within the resort trade in 2008, Ascend continues to ship outcomes for house owners as demand for bespoke resort experiences continues to develop.
As a part of the following chapter of the model’s development, Selection Inns is streamlining the model title because the “Ascend Assortment” and debuting a brand new brand.
The Ascend Assortment has 423 lodges open worldwide and is constant its growth into high-demand leisure and concrete markets with greater than 70 lodges within the international pipeline. In 2024, the model skilled a rise of greater than 40 % in whole room numbers globally in comparison with 2023. The model final 12 months additionally entered new markets, together with Washington, D.C., Park Metropolis, Utah, Vancouver, Mexico Metropolis, Queensland, Australia, and not too long ago signed its first resort in Calama.
“Reaching greater than 400 properties within the Ascend Assortment is greater than a milestone—it’s a transparent sign of the rising alternative for house owners,” mentioned Mark Shalala, senior vp, growth, upscale manufacturers, Selection Inns Worldwide. “The gathering’s growth, significantly into new and thrilling locations like Chile, positions us even higher to boost model consciousness and assist drive extra bookings and income potential for house owners. With the advantages of being a part of Selection Inns’ fast-accelerating upscale enterprise, the facility of our franchisee assist system, and the model’s versatile working mannequin, now’s the right second to grow to be an Ascend proprietor.”
Ascend’s development is one other marker of Selection Inns’ growth and strengthening of its upscale portfolio. In 2024, the corporate expanded the variety of its upscale and higher upscale room rely by 44 % to over 110,000 rooms, which make up virtually 20 % of its room portfolio. Moreover, final 12 months, it invested in a serious refresh of ChoiceHotels.com and the cellular app in December 2024, driving a 16 % enhance in lower-cost, direct bookings to upscale lodges since then.
New Brand: A Fashionable Look That Honors Ascend’s Roots
The brand new brand provides equal prominence to the phrases “Ascend” and “Assortment,” reinforcing the model’s standing as the unique gentle model within the trade. With a clear, simplified, type, the brand enhances the identification of every resort.
“As Selection continues to strategically develop its upscale enterprise, we stay devoted to the chance that impressed the creation of the Ascend Assortment,” mentioned Megan Brumagim, vp, upscale manufacturers, Selection Inns Worldwide. “In a market saturated with cookie-cutter lodges, Ascend presents bespoke experiences that friends more and more crave. It additionally provides house owners the flexibleness to ship elevated, experience-driven stays with out compromising their imaginative and prescient, guaranteeing each expertise at an Ascend resort is not like every other.”
Ascend’s rising portfolio features a vary of distinctive properties providing memorable visitor experiences, together with:
- Ice Resort — Kiruna, Sweden: The world’s first and largest ice resort presents visitor the chance to remain in a collection sculpted fully from ice and snow or benefit from the heat and luxury of chalet-style resort rooms with views of winter surroundings.
- Amberes 64 — Mexico Metropolis, Mexico: This design resort contains trendy aesthetics that mirror Mexico Metropolis’s architectural panorama. The placement presents entry to eating and procuring locations, whereas nonetheless being near prime vacationer points of interest.
- Copperhill Mountain Lodge — Åre, Sweden: This mountain resort, together with rustic Scandinavian design, presents panoramic views of the Swedish countryside in Åre, one in every of Europe’s hottest winter sports activities locations.
- Inn at I’On — Mount Nice, South Carolina: With its structure and site within the I’On neighborhood, simply minutes from Charleston, this resort presents friends an genuine expertise of Southern attraction.
- St. Charles Coach Home — New Orleans, Louisiana: This resort’s historical past dates again to 1921, first transitioning from a plantation to an car dealership to a real boutique resort. The resort is only a streetcar cease away from historic websites and native eating favorites.
