Choice Hotels Asia-Pac CEO Trent Fraser

Trent Fraser_CEO_and_Mark Bouris 2

Choice Hotels Australasia (CHA) has launched the Ascend Hotel Collection into its stable.

CHA Chief Executive Officer, Trent Fraser, (pictured) announced the addition to the group at the Choice Hotels Conference in Darwin on Monday, July 15.

According to Choice – which will offer the brand alongside Econo Lodge, Comfort, Quality and Clarion – the point of difference of the Ascend Hotel Collection is that each property retains its own individual name, yet has access to CHA’s powerful distribution channels, the global network of CHA and associated reservations and marketing resources.

To become an Ascend Hotel Collection member, specific requirements must be met, including a historic, boutique aesthetic and operators must be committed to service excellence.

Gibraltar Hotel Bowral

The brand launch in Australia includes the following hotels: Castlereagh Boutique Hotel (Sydney, NSW), Denison Boutique Hotel (Rockhampton, Queensland) and Gibraltar Hotel (Bowral, NSW, pictured).

“Ascend Hotel Collection not only offer guests a unique and distinctive guest experience, but it enables hotel owners the opportunity to effectively promote their property and tap into Choice’s global resources for reservation contribution,” Fraser said.

“I’m very pleased to say that we now have four Ascend Properties including our first Ascend Property in Sydney, the Castlereagh Boutique Hotel, and also one in New Zealand, the Metropolis in Auckland.”

During his welcoming speech, Fraser noted that CHA had embraced recent technological advances in hotel service, while also encouraging operators across Australia and New Zealand to ensure they continued to deliver the highest possible personal tailored service to its guests.

“A strong reputation for premium service is the key to continued growth. Organisations that build vibrant and uplifting service cultures enjoy a sustainable competitive advantage, attracting and retaining better customers as well as more talented and motivated employees,” Fraser said.

As part of its customer service focus, CHA is rolling out an initiative for all head office team members to spend a day or night in one of the hotels to gain a further understanding of operations and the increased focus on the customer experience.

Highlights of CHA’s four-day conference in the Northern Territory will include keynote speeches from Celebrity Apprentice host and Executive Chairman Yellow Brick Road Mark Bouris and Tourism Australia’s Craig Davidson.