Choice Hotels Ascend-ing in Maritimes and Quebec

By Colleen Isherwood, Editor

LAS VEGAS-So you're a boutique, historic or unique property, but you lack the efficiencies of a big chain.  The reservation system.  The loyalty program. The economies of scale that would bring purchase costs down. All things that are becoming more relevant in today's increasingly wired and uncertain travel market.

Château St. John exterior at night

You can now have the best of both worlds, says Choice Hotels. You can continue to be boutique, historic and unique, but get the large chain benefits by joining the company's Ascend Collection-a network of historic, boutique and unique hotels that provide an authentic, local experience.

It's no accident that Choice has more than doubled its Ascend Collection properties over the past two years from 21 to 48 hotels. They appeal to a growing group of travellers known as cultural explorers, who are looking for alternatives to cookie-cutter chain hotel experiences.

Canada is the first country outside the U.S. to get Ascend Collection hotels. The first, Inn on the Lake near Halifax, is already flagged and ready to go.  Chateau Moncton and Chateau Saint John are also coming online.  And while Marc St. Gelais, franchise director for Eastern Canada, can't give details until the deal is signed, he says the next Ascend will likely be in downtown Quebec City.

The collection is designed for those who appreciate an upscale hotel with a strong local identity.

King Room at Château St. John

Historic hotels are those that have been a part of their local communities for over 50 years. Along with that rich sense of tradition, travellers enjoy the hotel's timeless décor, personalized service and classic amenities, plus a warm atmosphere where everyone feels welcome. Ascend Collection historic properties are for travellers who enjoy a setting that has a rich history and local flair.

Ascend Collection boutique hotels are the epitome of modern sophistication. The hotels offer the latest in décor and amenities, which are enhanced by an impressive level of customer service.

Ascend unique hotels offer themed experiences guests are sure to remember. The themes run throughout the hotel, from the décor to the amenities, helping guests feel as if they've been transported to another place. Whether it's a water park, ski lodge or resort, they will still get a sense of the local flavour from this diverse group of hotels.

"Ascend is an affiliation program," explains Brian Leon Choice Hotels Canada's managing director for franchise growth and administration. "We don't want the hotels to lose their identity.  We offer them operational support and a reservation system. We tell them, you're in business for yourself, but not by yourself."

"We think Ascend is a great mutual opportunity.  There's nothing like the power of Ascend with Choice."

See more Choice news by clicking the following links:

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• Sleep Inns redesigned
• Canadian business strong at hotel level
• Choice’s Hotels and Women of the Year