Ascend Hotel Collection

This soft-brand hotel collection operates as a membership program for independent, upscale boutique hotels seeking affiliation with a major hospitality platform while retaining their unique identity and character. Member hotels benefit from a global reservations system, loyalty program integration, and marketing support, while maintaining their distinct design, amenities, and guest experience. Properties are typically located in urban centers, resort destinations, and culturally rich locales.

The model appeals to independent hoteliers who want the distribution and brand recognition advantages of a large hospitality company without conforming to rigid standardization. The parent company provides technology infrastructure, revenue management tools, and access to a rewards program spanning thousands of hotels worldwide. New member properties are continually added through franchise agreements, with active expansion in North America and internationally.