Choice Hotels Expands Ascend Collection in Canada, Shares Jump 5%

Core Insights - Choice Hotels International, Inc. (CHH) is expanding its global presence in the hospitality sector with plans to open six new upscale properties under the Ascend Collection brand in Québec by early 2026, leading to a 5.3% increase in shares during trading hours following the announcement [1][9]. Expansion Initiatives - The expansion is a significant initiative post-consolidation, demonstrating the company's commitment to enhancing its upscale offerings in high-demand destinations, particularly in Montréal and key resort areas [2]. - This initiative establishes a foundation for further growth across Canada, positioning the region as a long-term growth driver and a source of revenue diversification [3]. Market Performance - The expansion is supported by strong market performance, with a 7% year-over-year increase in revenue per available room (RevPAR) in Canada during Q3 2025, and the new properties will increase the Ascend Collection's footprint in Canada by approximately 20% [4][9]. Property Portfolio - The six new properties will feature a diverse portfolio of around 650 rooms, including urban hotels with luxury amenities, family-oriented resorts, and boutique mountain resorts with extensive recreational facilities [5]. International Growth Strategy - Beyond Canada, Choice Hotels is pursuing aggressive growth in EMEA, the Caribbean, Latin America, and Asia-Pacific, with strong momentum in France, Spain, China, and Australia, aiming to double international adjusted EBITDA by 2027 [6]. - In the U.S., growth is primarily driven by brand conversions, allowing for capital-efficient expansion while minimizing new construction risks, particularly through extended-stay brands [7]. Stock Performance - CHH shares have increased by 23.4% over the past month, outperforming the Zacks Hotels and Motels industry's growth of 9.8%, positioning the company to benefit from ongoing unit expansion and franchising initiatives [8].