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Ascend Hotel Collection

Choice's collection of independent and boutique hotels, launched in 2008 and often called the industry's first soft brand.

  • Choice Hotels InternationalHotel group
  • UpscaleTier
  • 2008Launched
  • United StatesOrigin

Guide reviewed

About Ascend Hotel Collection

Choice Hotels launched Ascend Hotel Collection in 2008; Wikipedia describes it as the hotel industry’s first ‘soft brand’, letting independent hotels keep their own names while joining a big booking and loyalty system. Skift counted 326 hotels worldwide, 196 of them in the US.

What to expect

Individual upscale and boutique hotels, each with its own character, from Hotel Gardenia Sorrento in Italy to hotels in Australia, Japan and the US.

Who it suits

Travellers who want an independent hotel while earning Choice Privileges points.

Booking tips

  • Choice Privileges members can earn and use points at participating hotels, usually on eligible rates booked directly or through qualifying channels.
  • Each hotel is different, so check facilities and reviews hotel by hotel.

What Ascend Hotel Collection is known for

  • Launched in 2008
  • Often called the first soft brand
  • Independent and boutique hotels

Style of hotels

  • Boutique
  • Collection of independents

Good for

  • Couples
  • Families

Where to find Ascend Hotel Collection

Ascend Hotel Collection hotels are found mainly in: Global.

  • Sorrento Hotel Gardenia
  • Takayama
  • Astoria, Oregon Lloyd Hotel
  • Hahndorf The Studios by Manna

Signature hotels

  • Hotel Gardenia SorrentoSorrento

Choice Privileges: Ascend Hotel Collection loyalty programme

Stays at Ascend Hotel Collection hotels count towards Choice Privileges. Members can earn points on eligible stays across the group's brands and redeem them for free nights. Points and member rates usually apply only to bookings made directly or on qualifying rates.

Ascend Hotel Collection: Frequently Asked Questions

01Who owns Ascend Hotel Collection?

Ascend Hotel Collection is part of Choice Hotels International.

02Is Ascend Hotel Collection a luxury brand?

Ascend Hotel Collection sits in the upscale segment of the hotel market.

03Which loyalty programme does Ascend Hotel Collection use?

Stays at Ascend Hotel Collection hotels can earn and use points in Choice Privileges when you book in a way that qualifies, usually directly with the brand or through an eligible rate.

04How do I find cheap Ascend Hotel Collection hotels?

Search your destination and dates on HotelSelects Deals, then compare the rates shown. Booking a few weeks ahead for busy dates, staying flexible by a day and choosing refundable rates you can rebook all help you find a better price.

Ascend Hotel Collection, its logo and trademarks are the property of Choice Hotels International and are used for identification only. HotelSelects is independent and is not affiliated with or endorsed by Ascend Hotel Collection. We may earn a commission from bookings made through our links, at no extra cost to you.