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Choice launches Ascend hotel brand in the UK

The Howard Edinburgh

Choice Hotels International has introduced its upmarket Ascend Hotel Collection of independent hotels in the UK with two properties in Edinburgh.

The Howard and Channings Hotel in the Scottish capital become the first members of Ascend in the UK, which Choice plans to roll out across the UK and Europe.

Both hotels are owned and will continue to be operated by The Edinburgh Collection and will use the Ascend brand as part of a franchise deal with Choice.

Mark Pearce, senior vice president of Choice Hotels’ international division, said: ““The launch of Ascend Hotel Collection in the UK is part of our strategy to continue diversifying our portfolio and provide the UK with a new upscale hotel offering.

“These two Edinburgh properties, which perfectly fit the Ascend Hotel Collection portfolio, give us a critical foothold in the UK that will support the accelerated rollout of the Ascend Hotel Collection in the UK and across Europe.”

Ascend was launched in 2008 and now features 148 properties around the world including properties in New York, Miami, Sydney, Stockholm and Dublin.

Choice International also operates the Comfort, Quality and Clarion brands of hotels in Europe.

Ricky Kapoor, commercial director of The Edinburgh Collection, added: “Joining Choice’s Ascend Hotel Collection enables us to maintain autonomy and the hotels’ distinctiveness while leveraging Choice’s industry leading technology, marketing and distribution to optimise demand for the hotels and generate more revenue.”

 

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