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].

With its continued expectation of achieving high single-digit international room growth this year, Choice Hotels remains confident in the accelerated expansion of its international portfolio, which now exceeds 150,000 rooms outside the U.S. Additional achievements for its international portfolio in the last year include: Hotel Brossard, Brossard – Just minutes from downtown Montréal, this 139-room property offers suites with European chateau-inspired décor. Select accommodations include in-room fireplaces. ...

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]