Ascend Collection

The Ascend Collection is a brand launched by Choice Hotels International^[3][4] in 2008 for higher-priced historic and boutique hotels.^[5][1][6] Competing brands include Best Western’s Signature and Premier Collections, Wyndham’s Trademark collection, and IHG’s voco collection.^[7][2]

Ascend Collection

Industry	Hospitality
Founded	2008[1]
Area served	Worldwide[2]
Parent	Choice Hotels International
Website	www.choicehotels.com/ascend

History

The Ascend Hotel Collection was launched during the recession of 2008. It was an early example of "soft branding" in the hotel industry.^[1][8][9] While the meaning of "soft brand" varies, a simple definition by Robert Rauch is "a hotel that is backed by a leading brand whose name does not appear on the building".^[8] Soft branded hotels may sometimes be newly constructed properties, but they typically already have an established presence.^[10]

Ascend Collection properties are independently operated, leading to wide variation in theme and design.^{[5][11][12][13]} Early Ascend Collection locations included the Golden Hotel in Golden, Colorado, the Kress Inn in De Pere, Wisconsin, and Hotel Bothwell in Sedalia, Missouri.^[14] While primarily a group of pre-existing boutique hotels that signed onto the Ascend brand, Choice Hotels undertook some new construction initiatives in the mid-2010s, signing contracts in 2014 for 11 newly built Ascend Collection hotels.^[15]

In 2016, the brand announced a three-year expansion in Europe, adding up to 10 properties in the U.K., and 80 across the mainland. This built upon the brand's existing portfolio of 20+ hotels outside the U.S., which included six locations in Sweden, two each in Ireland and Norway, and one in Denmark.^[16]

Corporate affairs

The Ascend Collection is widely considered to be the hotel industry's first soft brand.^{[1][6][17][18]} By the end of 2024, the Ascend Collection had more than 400 locations across the Americas, Europe, Middle-East, and the Asia-Pacific region, with over half of its properties in the U.S.^[2] A new logo for the Ascend Collection brand was introduced in 2025.^[19]

See also

• List of hotels
• Choice Hotels