Choice Hotels continues upscale push with Cambria, Ascend openings

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Dive Brief:

• Choice Hotels International has expanded its upscale portfolio with the opening of two Cambria Hotels and four Ascend Collection properties across Colorado, Florida, Vermont and Wisconsin, the company announced Tuesday. 

• The openings follow recent growth of both brands, including Choice's debut of two Cambria hotels in the Dallas-Fort Worth region and near Bend, Oregon, last month as well as its expansion of the Ascend Collection to Washington, D.C. , in 2024. 

• The latest portfolio additions grow Choice's reach across "a diverse mix of markets while offering guests distinctive stays rooted in local character and design," the company said. In recent years, Choice has strategically expanded its upscale portfolio to meet shifting guest and owner demand.

Dive Insight:

Choice opened the Cambria Hotel Colorado Springs – Air Force Academy in Colorado and Cambria Hotel Jacksonville in Florida. Under its Ascend Collection, the company debuted Caretta Landing Sarasota and Coral Pointe Sarasota in Florida as well as Sun Lodge in Peru, Vermont, and Fairway Inn and Suites in Mishicot, Wisconsin. 

The new Cambria hotels offer guests access to top attractions, outdoor recreation and business hubs, per Choice. In Colorado, that includes Garden of the Gods Park and the U.S. Olympic & Paralympic Museum, while in Florida these include Mayo Clinic, EverBank Stadium and the University of North Florida. 

Meanwhile, the Ascend Collection hotels align with the brand's ethos to offer stays rooted in the "individuality, culture and character of their local communities." The Sarasota hotels showcase relaxation and wellness, drawing inspiration from the area's "coastal lifestyle," with access to Siesta Key Beach, per Choice. The Wisconsin hotel offers a "boutique experience centered around golf, recreation and Midwestern hospitality." 

The openings come as Choice sees "strong interest from owners and developers who recognize the strength of our upscale platform," Mark Shalala, senior vice president of development for upscale brands at Choice, said in a statement. 

By expanding its upscale portfolio, Choice remains "focused on helping owners succeed while delivering experiences that resonate with today's travelers by meeting their increasing demand for unique upscale accommodations," Shalala added. 

Currently, Choice's upscale portfolio spans more than 300 hotels across the U.S., with nearly 150 properties in the pipeline. Other brands in the portfolio include Radisson, Radisson Blu and Radisson Individuals .