Choice Hotels International has announced that they will be adding four new US locations to their Ascend Hotel Collection, bringing their portfolio to a total of 77 properties.
The Ascend Hotel Collection, Choice Hotel International's independent brand, aims to locate in unique cities to capitalize on local charm. The four new locations are: Napa Valley, California; Carmel, California; Sedona, Arizona; and St. James, Luisiana.These additionswill bring the Ascend portfolio to 77 hotels. Other are expected to bring an additional 24 hotels to the family within the next two months.According to senior vice president of upscale brands at Choice Hotels, Michael Murphy, these new locations are key to the Choice Hotels strategy to expand in the upscale market, and appeals to the growing business and leisure demand for "unique experiences" and "authentic hotels" in sought-after vacation spots.