Strategic enlargement and market positioning

The Ascend Assortment, launched in 2008 because the lodge business’s first mushy model, now contains 423 properties globally. It’s persevering with its development with greater than 70 resorts within the pipeline. In 2024, the model noticed a 40% enhance in international room depend in comparison with the earlier yr. Current market entries embrace Washington, D.C., Vancouver, Mexico Metropolis, and Queensland, with a brand new signing in Calama, Chile.

“Reaching greater than 400 properties within the Ascend Assortment is greater than a milestone; it is a clear sign of the rising alternative for homeowners,” “The gathering’s enlargement, notably into new and thrilling locations like Chile, positions us even higher to boost model consciousness and assist drive extra bookings and income potential for homeowners. With the advantages of being a part of Alternative Resorts’ quick accelerating upscale enterprise, the facility of our franchisee assist system and the model’s versatile working mannequin, now could be the right second to turn out to be an Ascend proprietor.” – Mark Shalala, Senior Vice President, Improvement, Upscale Manufacturers, Alternative Resorts Worldwide. 

Rebranding and design evolution

As a part of the model refresh, Alternative Resorts has up to date the brand to spotlight each “Ascend” and “Assortment,” sustaining its concentrate on individuality whereas aligning with upscale market expectations. 

 “As Alternative continues to strategically develop its upscale enterprise, we stay devoted to the chance that impressed the creation of the Ascend Assortment,” “In a market saturated with cookie-cutter resorts, Ascend presents bespoke experiences that company more and more crave. It additionally offers homeowners the flexibleness to ship elevated, experience-driven stays with out compromising their imaginative and prescient, making certain each expertise at an Ascend lodge is in contrast to another.” – Megan Brumagim, Vice President, Upscale Manufacturers, Alternative Resorts Worldwide.

Portfolio highlights

The Ascend Assortment incorporates a vary of distinctive properties together with:

– Ice Resort in Kiruna, Sweden – recognized for its sculpted ice and snow suites.
– Copperhill Mountain Lodge in Åre, Sweden – a mountain resort providing panoramic views.
– Amberes 64 in Mexico Metropolis – a up to date design lodge in a vigorous cultural district.
– Inn at I’On in South Carolina – positioned close to historic Charleston.
– St. Charles Coach Home in New Orleans – housed in a restored Twenties dealership constructing.

Upscale phase development and tech integration

Ascend’s development displays Alternative Resorts’ broader upscale technique. In 2024, the group expanded its upscale and upper-upscale portfolio by 44%, now accounting for almost one-fifth of its complete rooms. Enhancements to its loyalty platform, Alternative Privileges, and updates to its web site and app have contributed to a 16% enhance in direct bookings for upscale properties.

Alternative additionally helps homeowners with a set of proprietary instruments similar to ChoiceMAX, a real-time pricing resolution, and different digital platforms like choiceEDGE and choiceADVANTAGE to handle reservations, charges, and operations.

With continued funding in expertise and enlargement, the Ascend Assortment is positioned to strengthen its footprint in each rising and established markets globally.