Choice Hotels opens new boutique hotel collection to the UK


 Choice Hotels has announced the introduction of its new luxury, boutique Ascend Hotel Collection to the UK, with Edinburgh’s five-star The Howard and four-star Channings Hotel, joining as the first UK members.

The Ascend Hotel Collection has been designed on the upscale, boutique hotel model, and since its soft launch in 2008 now consists of 148 hotels in destinations such as New York, Miami, Napa Valley, Sydney, Stockholm and Dublin.

The first two UK additions to the Ascend portfolio are the 18-bedroom The Howard and the 42-bedroom Channings Hotel, both of which will still continue to be owned and operated by The Edinburgh Collection and will become Ascend members under franchise agreements with Choice Hotels.

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The Howard is a five-star Edinburgh hotel that occupies three Georgian townhouses in Edinburgh’s New Town. Its bedrooms, suites and two bedroom serviced apartment Mews Cottage are served by a collection of butlers.

Channings Hotel comprises a number of townhouses right in Edinburgh city’s centre, full of Victorian paintings, prints, books, furniture and memorabilia. One of the Channings’ townhouses was home to Sir Ernest Shackleton, the Antarctic explorer.

Mark Pearce, senior vice president, international division, for Choice Hotels 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. We are delighted to welcome both the The Howard and Channings Hotel as the first UK Ascend Hotel Collection members.”

The Ascend Hotel Collection is the fourth brand under the Choice umbrella, joining the Clarion Collection, Quality and Comfort names in the UK.