Core Insights - Choice Hotels is rebranding its upscale segment as the "Ascend Collection" with a new logo that reflects its legacy and mission to highlight each property's unique character [1][4] Brand Expansion - The Ascend Collection currently has 423 hotels globally and is expanding into high-demand leisure and urban markets, with over 70 hotels in the pipeline [2] - In 2024, the brand is projected to increase its total room count by over 40% compared to 2023 [2] - The brand has entered new markets including Washington, D.C., Park City, Utah, Vancouver, Mexico City, Queensland, Australia, and recently signed a hotel in Calama, Chile [2] Growth Metrics - Choice Hotels expanded its upscale and upper upscale room count by 44% in 2024, totaling over 110,000 rooms, which now represent nearly 20% of its overall room portfolio [3] - The company has seen a 16% increase in lower-cost, direct bookings to upscale hotels following a major refresh of its website and mobile app in December 2024 [3] Unique Offerings - The Ascend Collection features distinctive properties such as: - Ice Hotel in Kiruna, Sweden, the world's first and largest ice hotel [5] - Amberes 64 in Mexico City, a design hotel in a vibrant neighborhood [5] - Copperhill Mountain Lodge in Åre, Sweden, a mountain resort with panoramic views [5] - Inn at I'On in South Carolina, offering Southern charm near historic Charleston [5] - St. Charles Coach House in New Orleans, a boutique hotel with historical significance [5] Franchisee Support - Choice Hotels adopts a franchisee-first approach, providing tools and technology to optimize hotel operations and maximize revenue [6][7] - Key platforms include ChoiceMAX for revenue management, ChoiceConnect for performance metrics, choiceEDGE for guest reservations, and choiceADVANTAGE for property management [7] Company Overview - Choice Hotels International, Inc. is one of the largest lodging franchisors globally, with over 7,500 hotels and more than 650,000 rooms across 46 countries [8] - The company offers a diverse portfolio of 22 brands catering to various traveler needs, supported by the Choice Privileges rewards program [8][9]