Choice Hotels Asia-Pac launches Asia’s first Ascend Hotel Collection property

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Recognised as the hotel industry’s first and largest soft brand*, Choice Hotels’ Ascend Hotel Collection is celebrating its 15th anniversary in 2023.

Leading hotel group Choice Hotels Asia-Pac and Choice Hotels Japan launched the first Ascend Hotel Collection hotel in Asia this month, with the opening of a hotel around TAKAYAMA in Takayama City, Japan.

Recognised as the hotel industry’s first and largest soft brand*, Choice Hotels’ Ascend Hotel Collection is celebrating its 15th anniversary in 2023. Designed for travellers seeking unique experiences in exceptional surroundings — and powered by the award-winning loyalty program Choice Privileges — the upscale Ascend Hotel Collection has more than 320 hotels with unique properties and signature styles in 15 countries.

Boasting 152 rooms (both Japanese and Western style), the hotel around TAKAYAMA is an ideal base for travellers to explore the historical city of Takayama, surrounded by the scenic countryside of the Japanese Alps. The hotel embodies the regional travel concept of being a “good local” including a restaurant celebrating the best local produce, a store selling local products, and a build-your-own travel guide wall featuring 100 local attractions.

Choice Hotels Asia-Pac CEO Trent Fraser says the addition of hotels around TAKAYAMA is dynamic evidence of the Ascend Hotel Collection’s continuing global expansion.

“With the Ascend Hotel Collection celebrating 15 years, we’re thrilled that the brand’s introduction to Japan is through such an authentic property as a hotel around TAKAYAMA,” Mr Fraser says. “This is a unique hotel that reflects the charm of the region in which it’s located.

“We’re inspired to continue building on the Ascend Hotel Collection’s success this anniversary year, as we look forward to welcoming more unique and boutique properties to our portfolio and providing guests with even more options worldwide.”

Choice Hotels Japan, the holder of Choice Hotel International’s master franchise agreement in Japan, has more than 70 properties across the cities of Tokyo, Nagasaki, Hiroshima, Osaka, and Fukuoka under the Comfort and Ascend brands.

*What is a “soft brand”?

A soft brand enables an independent hotel to maintain a unique identity and style while leveraging the benefits of a well-known hotel group, including access to a group’s reputation, marketing campaigns, sales services, distribution prowess, support, training and behind-the-scenes operational systems.