Choice Hotels launches Ascend Collection in the UK

Choice Hotels International, the company behind the Comfort, Quality and Clarion brands in Europe and part of Choice Hotels International, has announced the introduction of it’s top end Ascend Hotel Collection to the UK, with Edinburgh’s five-star The Howard and four-star Channings Hotel, joining as the first UK Ascend Hotel Collection members.  

Howard Hotel suite.

“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,” said Mark Pearce, senior vice president, international division, for Choice Hotels.

Ascend Hotel Collection members are distinctive, independent hotels that are located in prime business or leisure travel destinations, providing guests with an upscale boutique hotel experience with superior service, backed by one of the world’s largest hospitality franchisors.  Choice pioneered the soft brand concept with the launch of the Ascend Hotel Collection in 2008 and now has 148 hotels in key business and leisure travel destinations such as New York, Miami, Napa Valley, Sydney, Stockholm and Dublin.

The Howard is a discreet five-star luxury Edinburgh hotel that occupies three Georgian townhouses in the heart of Edinburgh’s New Town. Its bedrooms, suites and two-bedroom serviced apartment Mews Cottage are served by a collection of butlers, who take care of everything from valet parking to ironing to late-night room service to theatre bookings.

Channings Hotel is a quirky property that comprises a number of townhouses with Scottish country house feel, full of Victorian paintings, prints, books, furniture and memorabilia. One of the Channings’ townhouses was home to Sir Ernest Shackleton, the Antarctic explorer.

The two hotels will continue to be owned and operated by The Edinburgh Collection and become Ascend Hotel Collection Members under a franchise agreement with Choice Hotels Europe.

ClarionQualityChoice Hotels InternationalComfortThe HowardChannings Hotel