Choice Hotels International Accelerates Growth in Canada with Six New Ascend Collection Properties in Québec

Rhea-AI Summary

Choice Hotels (NYSE: CHH) will add six Ascend Collection properties in Québec, slated to open in early 2026 under a multi‑unit agreement following consolidation of Choice Hotels Canada. The additions expand Ascend Collection in Canada by 20%, deepen presence in Montréal and resort destinations, and make more locations redeemable via Choice Privileges.

Notable metrics cited include a 7% YoY increase in Canadian RevPAR in Q3, more than 2,800 rooms in the Canadian development pipeline, and an international portfolio exceeding 150,000 rooms outside the U.S.

Positive

• Six Québec hotels opening in early 2026
• Ascend Collection in Canada +20%
• 2,800+ rooms in Canadian development pipeline

Negative

• None.

Key Figures

New Ascend properties 6 hotels Multi-unit agreement in Québec opening early 2026

Ascend Canada growth 20% Increase in Ascend portfolio in Canada from new Québec hotels

Canadian RevPAR growth 7% YoY RevPAR increase in Canada in Q3

Canada pipeline 2,800+ rooms Rooms in development pipeline in Canada as of Q3

International rooms 150,000+ rooms Choice Hotels international portfolio outside the U.S.

Global hotels 7,500+ hotels Worldwide system across 47 countries and territories

Ascend global properties 450+ hotels Ascend Collection properties open worldwide

Quality Suites France 50 new properties Added in France, nearly doubling that portfolio

Market Reality Check

$104.68 Last Close

Volume Volume 1,857,725 vs 20-day avg 883,620 (relative volume 2.1), indicating elevated trading interest. high

Technical Shares at $99.38, trading below 200-day MA of $114.96, despite positive growth update.

Peers on Argus 1 Down

CHH gained 3.41% with strong volume, while key peers were mixed; IHG appeared in momentum scanners moving down 4.36% without news, suggesting today’s action is more stock-specific than sector-driven.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Dec 10	Dividend declaration	Positive	+2.9%	Quarterly cash dividend of $0.2875 per share announced for January 2026.
Dec 02	Community grants	Neutral	+0.9%	Your Community, Your Choice grants over $85,000 to nonprofit recipients.
Nov 19	Africa expansion	Positive	-3.4%	Landmark entry into Africa with three Kenya hotels and plan for 15 more.
Nov 05	Q3 earnings	Positive	+6.0%	Q3 2025 results with higher net income, EPS and raised full-year guidance.
Nov 04	Loyalty overhaul	Positive	-0.9%	Choice Privileges unveils enhanced rewards, new Titanium tier and milestones.

Pattern Detected

CHH often trades higher on clearly positive corporate developments, though some strategic growth announcements have seen short-term price divergences.

Recent Company History

Over the last few months, CHH has combined solid financial delivery with active strategic expansion. Q3 2025 results on Nov 5 showed record adjusted EBITDA and raised full-year guidance, with a strong +5.98% next-day reaction. Strategic growth moves, including African expansion on Nov 19 and loyalty program enhancements on Nov 4, had mixed price responses. The new Québec Ascend additions and Canadian RevPAR strength extend this theme of international and brand-led growth building on the Choice Hotels Canada consolidation completed in Q3 2025.

Market Pulse Summary

This announcement highlights continued execution of CHH’s international growth strategy, adding six Ascend properties that expand the Canadian portfolio by 20% and build on a 7% Canadian RevPAR increase in Q3. It extends the post-consolidation push following the Choice Hotels Canada acquisition and complements earlier moves into Africa, Europe, and Australia. Investors may watch future updates on the Canadian pipeline of 2,800+ rooms and broader international room growth above 150,000 rooms for signs of sustained momentum.

Key Terms

revpar financial

"The growth comes as Choice Hotels continues to deliver strong results in-market, including a 7% year-over-year increase in Canadian RevPAR in Q3."

RevPAR, or revenue per available room, is a measure used in the hotel industry to show how much money a hotel earns from each of its rooms over a certain period. It helps investors understand how well a hotel is performing financially, similar to how a store's sales per square foot reveal its profitability. Higher RevPAR indicates better use of resources and stronger financial health.

direct franchising model financial

""Our transition to a direct franchising model in Canada set the stage for rapid growth""

A direct franchising model is a business structure where a company sells the right to use its brand and operating system directly to independent operators, and then provides training, supplies, and ongoing support while collecting upfront fees and a share of sales. For investors, it matters because this model can create steady, scalable revenue with lower capital needs for the parent company, but it also ties returns to franchisee performance and brand reputation—like collecting rent on a chain of independently run shops.

master development agreement financial

"which include a master development agreement that will add at least 15 additional hotels"

A master development agreement is a long-term contract that sets the rules for how two parties will cooperate to develop a product, drug, property or technology, including responsibilities, payment terms, milestones and ownership of results. Think of it as a blueprint or framework agreement that governs a series of specific projects so future work can proceed without renegotiating every detail. Investors watch these agreements because they reveal commitments, timing and how risks, costs and potential rewards are shared — all of which affect a company’s future cash flow and valuation.

extended stay technical

"The debut of its extended stay business in Australia with the launch of MainStay Suites."

An extended stay is a form of lodging designed for guests who stay for days, weeks, or months rather than overnight stays, combining hotel-like services with apartment-style amenities such as kitchenettes and laundry. For investors, extended-stay properties matter because they typically generate steadier occupancy and longer revenue streams than traditional hotels, behaving more like short-term rental apartments and affecting forecasts for cash flow, operating costs, and asset valuation.

soft brand financial

"announced the expansion of its upscale soft brand, Ascend Collection, in Canada"

A soft brand is a hotel or property that keeps its own name, style and local identity while joining a larger hotel company’s reservation system, marketing and loyalty program. For investors, it matters because the property gains wider customer reach and booking support without losing its unique appeal, which can boost occupancy and revenue while the owner still pays fees rather than fully surrendering control—like a small shop using a big online marketplace to sell more without giving up its storefront.

master franchise agreement financial

"A 20-year renewal of its master franchise agreement with Atlántica Hospitality International in Brazil"

A master franchise agreement is a contract where a company gives a local partner the exclusive right to develop, operate and sell sub-franchises in a large territory, often a country or region. Think of it like appointing a local distributor who builds and manages all the retail outlets there; this can speed expansion and shift cost and operational responsibility to the partner, but it also affects how quickly revenue appears, how much control the original company keeps over the brand, and the risk profile investors should consider.

AI-generated analysis. Not financial advice.

The multi‑unit agreement marks the first major step since the company's consolidation of Choice Hotels Canada and strengthens its presence across resort destinations.

NORTH BETHESDA, Md., Jan. 6, 2026 /PRNewswire/ -- Choice Hotels International, Inc. (NYSE: CHH) announced the expansion of 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 multi-unit agreement, mark the first major step in the company's accelerated growth plans following its consolidation of Choice Hotels Canada.

The properties will deepen Ascend Collection's presence in Montréal and popular resort areas and grow the number of destinations that can be redeemed for points through Choice Privileges, the award-winning loyalty program that gives access to over 7,100 hotels worldwide.

• Hotel Brossard, Brossard – Just minutes from downtown Montréal, this 139-room property offers suites with European chateau-inspired décor. Select accommodations include in-room fireplaces.
• Hotel Cheribourg, Orford – This 123-room property includes jacuzzis, indoor and outdoor pools, an indoor kids' playroom and mini farm.
• Hotel du Domaine, Thetford Mines – This hotel offers more than 100 rooms, lakeside chalets, and ready-to-camp pods—all set against the backdrop of the Appalachian Mountains.
• Hotel Montréal Metropolitan, Montréal – This 92-room property features rooms with fully furnished kitchens and a delicious on-site Cuban restaurant.
• La Cache du Lac Champlain, Venise‑en‑Québec – This 56-bedroom boutique hotel offers lakeside views, a spa and an 18-hole golf course.
• Manor Des Sables, Orford – This 141-room property provides guests with panoramic views of Mount Orford, indoor and outdoor pools, a spa, and athletic amenities including pickleball and volleyball spaces, kayak and bicycle rentals, and an 18‑hole golf course.

The properties will grow the Ascend portfolio in Canada by 20%, 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% 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," said Pat Pacious, President and Chief Executive Officer at Choice Hotels. "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 multi‑unit deal is led by Bing Zhao, one of Québec's most established hotel developers and a Choice Hotels franchisee since 2017.

"Choice Hotels' expansion strategy in Canada gives me strong confidence in the road ahead," said Zhao. "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 maintains robust development activity in Canada with more than 2,800 rooms in the 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."

With its continued expectation of achieving high single-digit international room growth this year, Choice Hotels remains confident in the accelerated expansion of its international portfolio, which now exceeds 150,000 rooms outside the U.S.  Additional achievements for its international portfolio in the last year include:

• Landmark entry into Africa with the debut of three hotels in Kenya. This expansion marks just the start of Choice Hotels' growth plans in the continent, which include a master development agreement that will add at least 15 additional hotels in the continent by 2030.
• The debut of its extended stay business in Australia with the launch of MainStay Suites. This marked the brand's first expansion outside of North America and grew Choice Hotels' Australian portfolio to 7,487 rooms and 163 hotels, solidifying the company's position as one of the largest direct franchise players in this market.
• The addition of 50 new Quality Suites properties in France, nearly doubling the company's portfolio in Europe's largest hotel franchise market.
• A long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China, which will add over 9,500 rooms to Ascend Collection this year with an additional commitment to expand the Comfort and Quality brands to 100 properties in the country.
• A 20-year renewal of its master franchise agreement with Atlántica Hospitality International in Brazil, which encompasses 70 hotels with more than 10,000 rooms across segments.

About Choice Hotels®

Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world, with over 7,500 hotels, representing nearly 650,000 rooms, in 47 countries and territories. A wide-ranging portfolio of 22 brands that includes full-service upper upscale, midscale, extended stay, and economy properties enables Choice® to meet travelers' needs in more places and for more occasions while driving more value for franchise owners and shareholders. The award-winning Choice Privileges® rewards program and co-brand credit card options provide members with a fast and easy way to earn reward nights and personalized perks. For more information, visit www.choicehotels.com.

Ascend Collection: Find Your Travel Story ^™

Ascend Collection is a global portfolio of independent, resort, historic and boutique hotels. Recognized as the hotel industry's first "soft brand" concept, there are more than 450 Ascend Collection properties open worldwide, including in Denmark, Ireland, Japan, Norway, Spain, Sweden, Turkey, Australia, New Zealand, Canada, Mexico and throughout the Caribbean. Ascend Collection enables distinctive, independent properties to gain a global presence while maintaining their local charm. For more information, visit www.choicehotels.com/ascend.

Forward-Looking Statements
This communication includes "forward-looking statements" about future events, including anticipated development and hotel openings. Such statements are subject to numerous risks and uncertainties, including construction delays, availability and cost of financing and the other "Risk Factors" described in our Annual Report on Form 10-K and our Quarterly Reports on Form 10-Q, any of which could cause actual results to be materially different from our expectations.

Addendum
This is not an offering. No offer or sale of a franchise will be made except by a Franchise Disclosure Document first filed and registered with applicable state authorities. A copy of the Franchise Disclosure Document can be obtained through contacting Choice Hotels International at 915 Meeting St Ste 600, North Bethesda, MD 20852, email: development@choicehotels.com.

View original content to download multimedia:https://www.prnewswire.com/news-releases/choice-hotels-international-accelerates-growth-in-canada-with-six-new-ascend-collection-properties-in-quebec-302653412.html

SOURCE Choice Hotels International, Inc.

FAQ

Which six Ascend Collection hotels is Choice Hotels (CHH) adding in Québec in 2026?

The deal includes Hotel Brossard, Hotel Cheribourg (Orford), Hotel du Domaine (Thetford Mines), Hotel Montréal Metropolitan, La Cache du Lac Champlain (Venise-en-Québec), and Manor Des Sables (Orford), opening early 2026.

How much does the Ascend Collection expansion increase Choice Hotels (CHH) in Canada?

The new Québec properties grow the Ascend Collection in Canada by 20%.

What pipeline and performance metrics did Choice Hotels (CHH) report for Canada?

Choice reported more than 2,800 rooms in the Canadian pipeline and a 7% year-over-year increase in Canadian RevPAR in Q3.

Who leads the Québec multi‑unit deal with Choice Hotels (CHH)?

The multi‑unit agreement is led by Québec developer and existing franchisee Bing Zhao.

Will Choice Hotels (CHH) introduce other brands to Canada after the Ascend openings?

Yes; the company plans new brand introductions next year, including Cambria Hotels debuting in Thunder Bay, Ontario.

What broader international scale does Choice Hotels (CHH) report alongside the Canada expansion?

Choice says its international portfolio now exceeds 150,000 rooms outside the U.S., with recent entries in Africa, Australia, France, China, and Brazil.