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Choice Hotels celebrates the second anniversary of Ascend Collection this month. With 37 currently open member properties and more than a dozen others under development in the United States, Canada and the Caribbean, the program is exceeding its goals across the board, company executives reported recently.
“This elite network of independent hotels boasts a reservation contribution of 40 percent through Choice Hotels,” said Stacy Ragland, vice president of Ascend Collection for Choice Hotels.
Member properties have an average daily rate of approximately $123.* Despite the challenging economy, revenue per available room year to date is $66*. Guest satisfaction scores are favorable as well. Ascend Collection hotels rank well above par at 8.5 on a 10-point scale in Likelihood to Recommend (LTR), a key indicator of overall guest satisfaction. Scores are even higher at 8.8 in the category of Staff Service, one of the program’s priorities.
“Ascend Collection can drive growth for both Choice Hotels and its member properties,” Ragland explained. “The company benefits by providing travelers with a wider selection. For the hotels, it’s an opportunity to retain their unique ambiance and style, with the support of Choice Hotels and its vast global resources.”
Through their membership with Ascend Collection, hotels participate in the award-winning Choice Privileges rewards program, which can help to drive reservations in business, leisure and group markets. The properties gain exposure before a network of 10 million Choice Privileges members. Additionally, member hotels become part of the company’s worldwide distribution system. They also are featured on one of the hospitality industry’s largest websites, ChoiceHotels.com, where travelers can go to learn more about the properties and make reservations.
Personalized Support
To help travelers in their hotel selection, Ascend Collection is divided into three categories: Historic, Boutique and Unique. Member properties appeal to a growing number of business and leisure travelers who like to stay at upscale lodgings with distinctive local character when visiting new destinations.
As part of Ascend Collection, the hotels maintain their individuality. At the same time, they gain marketing and operational support from a team of hospitality veterans and a suite of industry-leading tools designed to enhance reservations and performance.
“Belonging to Ascend Collection means having an experienced, creative support staff that works together to make our property the best it can be and to market it effectively,” said Donna Herrick, owner of the Norfolk Lodge & Suites, an Ascend Collection hotel of Norfolk, Neb. and the 2010 Inn of the Year for Ascend Collection. “Choice Hotels has a fabulous e-marketing program, with attractive virtual tours. Plus, they’re making great strides in building visibility in the booming smartphone and PDA world.”
“As an independent hotelier, we seek a company who will provide tools, information and assistance, while also allowing us to keep our individuality,” explained Jennifer Rota, general manager, Distrikt Hotel, an Ascend Collection hotel of New York City. “Ascend Collection goes a long way in reaching that goal with a property management system that, in my opinion, leads the industry. The system allows us to manage reservations and make real-time decisions based on the latest information. In an unpredictable economy, this ability to manage quickly online is indispensible.”
To foster success and growth, Ascend Collection hoteliers have opportunities throughout the year to participate in conferences and webinars featuring industry leaders in key areas of hospitality.
“Choice is a big company with a great deal of history,” Rota commented. “There always seems to be someone listening, eager to suggest workable solutions and make a change for the better.”
“Ascend Collection is in active engagement with hotels in gateway cities and top business and leisure markets throughout the United States, Canada and the Caribbean,” Ragland added.
Among the network’s current markets are: New York City; Chicago; Golden, Colo.; Bloomington, Minn., near Minneapolis; Little Harbor, Anguilla; San Juan, P.R.; Fall River, N.S., outside Halifax; and destinations throughout Hawaii, California and Florida, among others.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
