The update complements the Choice Hotels EMEA brand revitalisation strategy that began in 2022, with Comfort, Clarion and Quality hotels already having adopted the new brand direction.
Choice Hotels EMEA is beginning the refresh of its Ascend Hotel Collection portfolio across the region, including France, which currently comprises a network of more than 70 unique and independent boutique hotels.
The new Ascend Hotel Collection proposition for the EMEA region enables hotels to offer a 'hygge world', a term of Danish and Norwegian origin referring to a sense of well-being, a happy mood and a warm, intimate atmosphere.
This new world will be reflected in "a design that combines unique properties and a warm welcome with a contemporary freshness and authentic environment". In addition, each property is free to develop its own characteristics to tell the unique story of the hotel and its surroundings.
The brand refresh responds to independent consumer research conducted in the UK, France and Germany, revealing that upscale travellers in EMEA are looking for unique, character-rich environments that don't follow a standard formula that inspires a sense of belonging.
Ascend Hotel Collection franchisees will begin shaping their unique identities and developing their brand stories over the next two years, with the support of Choice Hotels EMEA. Each working to develop three types of characteristics that together will highlight their individuality and showcase their most distinctive qualities:
- Each hotel will define its emblem: a unique element of the guest's stay that expresses the uniqueness of the hotel and establishes a strong link with the surrounding community
- Hotel-specific reward rituals will inspire unique moments and create a stronger sense of belonging
- The "United in Kind" brand expresses the hotel's deep connection to its community, whether through a volunteer program, local partnership, or direct support of important causes in the area
Our new Ascend Hotel Collection brand is carefully designed to provide both clarity and definition, always keeping the guest experience at the forefront, while increasing revenue and maximising operational efficiency. As a member of Choice Hotels, each Ascend hotel in the collection benefits from our global reach and distribution, while retaining the distinctive character and creative autonomy of an independent family-owned property. Whether it's an older property or a contemporary urban hotel, Ascend hotels offer guests unique experiences and environments, with the assurance of a warm and welcoming community.
Jonathan Mills, Managing Director, Choice Hotels EMEA
