2008
400
$8,014,470
$45,000
$11,799,075
No
The Ascend Hotel Collection by Choice Hotels is a distinguished portfolio of upscale boutique hotels that offer travelers authentic, locally inspired experiences. As the hospitality industry's first "soft brand," Ascend allows independent hotels to retain their unique identities while benefiting from the extensive support and global reach of Choice Hotels International.
With over 400 properties worldwide, including a significant presence in the United States, Ascend has become synonymous with quality, individuality, and community connection. Each hotel in the collection reflects its locale's culture, history, and charm, providing guests with memorable stays that go beyond the ordinary.
Established Brand Recognition: As part of Choice Hotels International, Ascend benefits from the credibility and extensive marketing reach of one of the world's largest lodging franchisors.
Unique Market Positioning: Ascend's "soft brand" model allows for flexibility and individuality, appealing to travelers seeking authentic, boutique experiences.
Global Expansion Opportunities: With over 400 properties globally and a growing presence in key markets, Ascend offers significant growth potential for franchisees.
Comprehensive Support: Franchisees receive robust pre-launch and ongoing support, including training, marketing, and operational assistance, ensuring a successful business venture.
Founded: 2008
Parent Company: Choice Hotels International, which was originally founded in 1939 by Stewart W. Bainum Sr.
Brand Concept: Ascend Hotel Collection was created as one of the first “soft brands” in the hotel industry, designed to combine the independence and unique identity of boutique hotels with the operational and marketing support of a major hotel chain.
Global Footprint: Over 400 properties worldwide, with a strong and growing presence in the United States.
US Market: The brand has strategically expanded into major urban centers, resort destinations, and high-traffic tourist areas, offering franchisees access to lucrative and diverse markets.
Industry Category: Upscale boutique hotels, catering to travelers who value unique, locally inspired experiences while maintaining the reliability and service standards of a recognized global brand.
Ownership: Fully owned and franchised by Choice Hotels International, a publicly traded company listed on the NYSE under the ticker CHH.
Corporate Support: Choice Hotels provides franchisees with comprehensive operational, marketing, and training support, making it easier for independent hotel owners to leverage a global network while retaining their property’s individuality.
Soft Brand Innovation: Ascend was among the pioneers of the “soft brand” concept, allowing boutique hotels to maintain unique aesthetics, themes, and local character while benefiting from centralized booking systems, marketing, and loyalty programs.
Growth & Expansion: Since its founding in 2008, Ascend has grown rapidly in both the US and international markets, focusing on properties that deliver authentic, personalized guest experiences.
Recognition & Reputation: The brand is known for high-quality service, attention to design and local culture, and the ability to attract discerning travelers seeking boutique accommodations.
Target Market: Upscale travelers who prefer boutique experiences over standardized hotels.
Unique Selling Proposition: Combines local authenticity and boutique charm with Choice Hotels’ global resources, including reservation systems, loyalty programs, and marketing campaigns.
Industry Impact: Ascend has set a precedent in the hospitality industry for how independent hotels can thrive under a soft brand franchise model.
Before opening, franchisees receive extensive guidance to ensure the hotel meets brand standards and is ready for operations:
Site Selection Assistance: Experts help identify prime locations with strong market potential and high guest demand.
Design & Construction Guidance: Support for hotel design, layout, and construction to align with the Ascend Hotel Collection’s upscale boutique standards.
Licensing & Compliance: Guidance on local regulations, permits, and compliance to streamline the opening process.
Business Planning: Help in preparing financial projections, operational budgets, and revenue models to ensure a sustainable launch.
Franchisees and their teams undergo comprehensive training programs to operate efficiently:
Hotel Management Training: Covers day-to-day hotel operations, staffing, guest service excellence, and standard operating procedures.
Systems & Technology Training: Instruction on property management systems, booking platforms, and Choice Hotels’ technology tools.
Quality & Brand Standards: Training on maintaining the brand’s high standards in guest experience, cleanliness, and service.
Ascend franchisees gain access to both national and local marketing resources:
National Marketing Campaigns: Inclusion in Choice Hotels’ digital, social media, and loyalty program campaigns.
Promotional Materials: Ready-to-use templates for print, online ads, and in-hotel promotions.
Local Marketing Guidance: Strategies for targeting local audiences, building partnerships, and driving bookings.
Loyalty Program Integration: Access to Choice Privileges, Choice Hotels’ loyalty program, which encourages repeat bookings and increases occupancy.
Once the hotel is operational, franchisees continue to receive structured assistance:
Dedicated Franchise Consultant: Regular support from a business consultant for operational guidance, troubleshooting, and strategic planning.
Continuous Training Programs: Updates and refresher courses on hotel management, revenue optimization, and customer service.
Operational Audits: Periodic inspections and evaluations to ensure compliance with brand standards.
Peer Network & Forums: Access to a community of other Ascend franchisees to share insights, experiences, and best practices.
Technology Updates: Continuous upgrades to booking, management, and marketing systems to stay competitive.
Background in Hospitality: The ideal franchisee has prior experience in hotel management, ownership, or operations. This includes knowledge of guest services, staff management, and operational workflows.
Customer-Centric Mindset: A strong passion for delivering exceptional guest experiences, ensuring high satisfaction, and building repeat business.
Commitment to Quality: Dedicated to maintaining the brand’s upscale boutique standards, including attention to design, ambiance, and service excellence.
Investment Capacity: Must have access to the minimum required capital (approximately $8 million–$11.8 million) for hotel development, operations, and working capital.
Ability to Handle Operating Expenses: Adequate funds to cover initial staffing, marketing, and operational costs until the hotel reaches profitability.
Long-Term Financial Commitment: Willingness to invest for the medium to long term, as break-even typically takes 3–5 years depending on market dynamics.
Business Acumen: Strong understanding of running a business, including budgeting, financial management, and operational efficiency.
Strategic Planning: Ability to make informed decisions about marketing, partnerships, and growth strategies.
Problem-Solving: Proactive in addressing challenges, from operational hiccups to guest service issues.
Local Engagement: Interest in connecting with the local community, preserving cultural elements, and incorporating local experiences into the hotel’s offerings.
Location Selection: Preference for properties in high-demand areas such as urban centers, resort destinations, or popular tourist hubs where boutique hotels can thrive.
Cultural Sensitivity: Awareness and appreciation for the local culture, history, and customer preferences to ensure the hotel feels authentic and inviting.
Leadership Skills: Ability to recruit, train, and manage hotel staff effectively.
Adaptability: Comfortable adapting to evolving market trends, guest expectations, and operational innovations.
Resilience & Patience: Recognizes that building a successful hotel takes time, effort, and persistence.
Total Investment Required: $8,014,470 to $11,799,075
Minimum Investment: $8,014,470
Franchise Fee: Approximately $45,000
Royalty Fees: 4% to 8% of gross sales
Infrastructure Cost: Varies based on location and property size; detailed estimates provided during the site evaluation process.
Marketing Budget: Allocated as part of the ongoing fees, with additional local marketing expenses as needed.
Working Capital: Sufficient funds to cover initial operating expenses until the hotel reaches profitability.
Expected ROI: Specific return on investment varies by location and market conditions; detailed financial projections available upon request.
Break-Even Time: Typically ranges from 3 to 5 years, depending on market dynamics and operational efficiency.
Potential Revenue Streams: Room rentals, event hosting, food and beverage services, and partnerships with local attractions.
