Choice Hotels Australasia’s portfolio of upscale Ascend Hotel Collection properties continues to grow following the launch of the brand to the Australian market in mid-2013.

Since the Ascend Hotel Collection first hit the market, the development team at Choice Hotels Australasia has worked to establish the collection, growing the portfolio of properties to six in just twelve months.

For guests, the Ascend Hotel Collection offers a unique and distinctive experience. For hotel owners it provides the opportunity to tap into Choice Hotels’ global resources and grow their own businesses.

Trent Fraser, Choice Hotels Australasia’s Chief Executive Officer, said Choice Hotels has long been a leader in the mid-market sector and this decision to launch the Ascend Hotel Collection in Australia has opened up this region’s largest hotel franchise group to an upscale boutique travel market which it had not previously targeted.

“We are seeing an increased consumer demand for high quality accommodation. Our foray with the launch of Ascend Hotel Collection means Choice Hotels is providing Australian consumers with a larger range of hotel experiences, from unique and boutique hotels and resorts, to mid-market and value properties. It also ensures Choice’s offering is appealing to a wider hotel owner market,” said Fraser.

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Each Ascend Hotel Collection property retains its own individual name, yet has access to Choice Hotels’ powerful distribution channels, innovative marketing strategies and locally run contact centre in Melbourne. To become an Ascend Hotel Collection member, specific property requirements must be met, including a historic, unique or boutique aesthetic, as well as a commitment to service excellence.

Properties that have joined the Ascend Hotel Collection stable include: Paradiso Resort (New Tweed Coast, Queensland), Balgownie Estate Resort (Yarra Valley, Victoria), Castlereagh Boutique Hotel (Sydney, New South Wales), Denison Boutique Hotel (Rockhampton, Queensland), Oceans Resort & Spa (Hervey Bay, Queensland) and The Kingsford (Brisbane, Queensland).




James Wilkinson

Editor-In-Chief, Hotel Management