Choice Hotels International has expanded its upscale soft brand, Ascend Collection, in Canada with six new properties slated to open in Québec in early 2026. The hotels, part of a multiunit agreement, mark the first major step in the company's accelerated growth plans following its consolidation of Choice Hotels Canada.
- Hotel Brossard, Brossard
- Hotel Cheribourg, Orford
- Hotel du Domaine, Thetford Mines
- Hotel Montréal Metropolitan, Montréal
- La Cache du Lac Champlain, Venise‑en‑Québec
- Manor Des Sables, Orford
The properties will grow the Ascend portfolio in Canada by 20 percent, strengthening the brand's presence in high-demand destinations. The growth comes as Choice Hotels continues to deliver strong results in-market, including a 7 percent year-over-year increase in Canadian RevPAR in Q3.
"Our transition to a direct franchising model in Canada set the stage for rapid growth, and these latest deals mark an exciting milestone in our expansion plans," Pat Pacious, president and chief executive officer at Choice Hotels, said in a statement. "Growing Ascend Collection in Canada complements the significant gains we've achieved globally this year and positions us to deliver even more distinctive stays for travelers worldwide."
The multiunit deal is led by Bing Zhao, a Québec-based hotel developer and a Choice Hotels franchisee since 2017.
"Choice Hotels' expansion strategy in Canada gives me strong confidence in the road ahead," Zhao said. "Their commitment to my success as a hotel owner, combined with their broadening distribution network, have proved that now is the ideal time to grow with the company—especially through Ascend, which enables me to offer distinctive hotels that meet diverse travel demand."
Choice Hotels has more than 2,800 rooms in the Canadian pipeline as of Q3. The company also plans to introduce new brands in the market next year, including Cambria Hotels, which will debut in Thunder Bay, Ontario.
"The consolidation of Choice Hotels Canada has given us a powerful platform for growth," said Brian Leon, CEO, Choice Hotels Canada. "With access to our full portfolio of 22 brands and the expanded resources that came with it, we're well-positioned to replicate the success we've achieved with Ascend across every segment, unlocking new opportunities and scaling our presence nationwide."
Choice’s international portfolio now exceeds 150,000 rooms outside the U.S.