Choice Hotels International Continues Upscale Momentum with New Openings Across Cambria Hotels and Ascend Collection

The new properties span coastal, mountain and business destinations across four states.

Rhea-AI Summary

Choice Hotels International (CHH) has opened six hotels across its Cambria Hotels and Ascend Collection upscale brands. Cambria added hotels in Colorado Springs, Colorado, and Jacksonville, Florida. The four Ascend Collection additions are Caretta Landing Sarasota and Coral Pointe Sarasota in Florida, Sun Lodge in Peru, Vermont, and Fairway Inn and Suites in Mishicot, Wisconsin.

Choice's upscale portfolio includes more than 300 hotels open in the United States and nearly 150 properties in the pipeline.

Market Context

On Aug. 10, Choice reported two Cambria hotel openings; CHH's recorded 24-hour reaction was -3.67%, ...

Analysis

On Aug. 10, Choice reported two Cambria hotel openings; CHH's recorded 24-hour reaction was -3.67%, a prior same-brand expansion relevant to this announcement. That earlier reaction does not establish causation or predict this event's response.

Key Figures

New properties opened: 6 properties (2 Cambria; 4 Ascend Collection) Upscale portfolio open: More than 300 hotels Upscale portfolio pipeline: Nearly 150 properties +1 more

New properties opened

6 properties (2 Cambria; 4 Ascend Collection)

New upscale hotel openings

Upscale portfolio open

More than 300 hotels

Across the United States

Upscale portfolio pipeline

Nearly 150 properties

Choice Hotels upscale portfolio

Ascend Collection milestone

500th hotel opening

Earlier this year

Historical Context

1 past event · Latest: Aug 10

1 event

1. Aug 10

   Hotel openings

   24h Move

   -3.7%

   Choice announced two new Cambria hotel openings in Texas and Oregon, extending upscale expansion.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

soft brand, franchise disclosure document

2 terms

soft brand technical

"the hotel industry's first "soft brand" concept"

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.

franchise disclosure document regulatory

"except by a Franchise Disclosure Document first filed"

A franchise disclosure document is a standardized packet a franchisor must give to anyone considering buying a franchise, summarizing the business so a buyer can make an informed decision. It lists startup and ongoing fees, a history of the company, any past or current litigation, earnings or sales information, and key provisions of the franchise agreement—like a vehicle manual, sales brochure and contract rolled into one—so investors can evaluate risks, expected returns and contractual obligations before committing money.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New properties in Colorado, Florida, Vermont, and Wisconsin strengthen the company's growing presence in sought-after leisure, business, and resort destinations nationwide

NORTH BETHESDA, Md., Sept. 29, 2026 /PRNewswire/ -- Choice Hotels International, Inc. (NYSE: CHH) continues to expand its upscale footprint with the opening of six new properties across its Cambria Hotels and Ascend Collection brands. The new hotels further strengthen the company's upscale portfolio, led by Cambria Hotels, the brand designed for modern travelers seeking elevated accommodations in sought-after destinations, and Ascend Collection, the industry's first and largest soft brand, which celebrated its 500^th hotel opening earlier this year and is known for connecting guests with one-of-a-kind hotels that reflect the individuality, culture and character of their local communities.

The latest additions include two Cambria Hotels and four Ascend Collection properties:

• Cambria Hotel Colorado Springs – Air Force Academy, Colorado
• Cambria Hotel Jacksonville, Florida
• Caretta Landing Sarasota, an Ascend Collection Hotel, Florida
• Coral Pointe Sarasota, an Ascend Collection Hotel, Florida
• Sun Lodge, an Ascend Collection Hotel, Peru, Vermont
• Fairway Inn and Suites, an Ascend Collection Hotel, Mishicot, Wisconsin 

Designed to meet the evolving needs of today's travelers, Choice Hotels' upscale brands deliver unique experiences in destinations spanning vibrant city centers, coastal retreats, mountain resorts, and outdoor recreation hubs. The newest openings expand the company's reach across a diverse mix of markets while offering guests distinctive stays rooted in local character and design.

Choice Hotels' upscale portfolio today includes more than 300 hotels open across the United States and nearly 150 properties in the pipeline. Through brands including Cambria Hotels, Ascend Collection, Radisson, Radisson Blu, and Radisson Individuals, the company continues to grow its upscale portfolio while providing guests with distinctive accommodations and owners with compelling development opportunities.

"We're seeing strong interest from owners and developers who recognize the strength of our upscale platform and the growth potential of our brands," said Mark Shalala, Senior Vice President, Development, Upscale Brands, Choice Hotels International. "As we continue expanding our upscale portfolio across the country, we're focused on helping owners succeed while delivering experiences that resonate with today's travelers by meeting their increasing demand for unique upscale accommodations."

Cambria Hotel Colorado Springs – Air Force Academy
Located just five miles from the U.S. Air Force Academy, the hotel offers travelers a modern stay with convenient access to some of the region's most iconic attractions and outdoor adventures. Guests can explore destinations including Garden of the Gods, the Manitou Incline, the U.S. Olympic & Paralympic Museum, and Ford Amphitheater before returning to enjoy the hotel's rooftop bar and inviting shared spaces. The property features 97 design-forward guestrooms and suites, an on-site restaurant and rooftop bar, a 24-hour Grab & Go marketplace, and 286 square feet of meeting space, providing a comfortable and convenient home base for both leisure and business travelers.

Cambria Hotel Jacksonville
Reflecting the vibrant character of Northeast Florida, Cambria Hotel Jacksonville offers contemporary accommodations near many of the area's leading attractions and business destinations, including St. Johns Town Center, Mayo Clinic, the University of North Florida, TPC Sawgrass, and EverBank Stadium. Thoughtfully designed guestrooms feature premium bedding and spa-inspired bathrooms, while guests can enjoy a locally inspired restaurant and bar, complimentary WiFi, a Grab & Go marketplace, rooftop event space, an outdoor pool, and a state-of-the-art fitness center.

Caretta Landing Sarasota and Coral Pointe Sarasota
Located along Florida's Gulf Coast, Caretta Landing Sarasota and Coral Pointe Sarasota introduce two distinctive Ascend Collection experiences that share resort-style amenities while offering their own unique personalities and guest experiences.

Caretta Landing Sarasota is a retreat-style hotel designed around relaxation and wellness. Guests enjoy convenient access to Siesta Key Beach, The Ringling Museum, Mote Marine Laboratory & Aquarium, and the University Town Center district. The property features inviting gathering spaces, wellness-focused amenities, an outdoor heated pool, and flexible meeting space designed to support both productivity and relaxation.

Coral Pointe Sarasota draws inspiration from the area's coastal lifestyle and provides convenient access to attractions including Siesta Key Beach, Sarasota Audubon Nature Center, Sarasota Art Museum, and Nathan Benderson Park. Guests can enjoy complimentary coffee, a boutique retail market, meeting space, and a fitness center.

Together, the properties offer a shared outdoor resort-style pool, complimentary hot breakfast, fitness center, and nearly 1,100 square feet of combined meeting space. Coral Pointe features 107 guestrooms and apartment-style suites, while Caretta Landing offers 86 guestrooms.

Fairway Inn and Suites
Located in Mishicot, Wisconsin, Fairway Inn and Suites, an Ascend Collection Hotel, offers guests a relaxed boutique experience centered around golf, recreation, and Midwestern hospitality. The property features 102 newly renovated guestrooms, nearly 19,000 square feet of meeting and event space, an indoor heated pool, hot tub, fitness center, and complimentary hot breakfast. Guests can dine at the on-site Greyfox Bar and Grill or take advantage of golf packages tied to the adjacent 45-hole golf course. Conveniently located near Point Beach State Forest as well as Green Bay and Two Rivers, the hotel offers travelers easy access to outdoor recreation, regional attractions, local festivals, shopping, and dining.

Sun Lodge
Nestled at the base of Bromley Mountain in Peru, Vermont, Sun Lodge, an Ascend Collection Hotel, offers travelers a four-season destination surrounded by the natural beauty and recreation opportunities of Southern Vermont. The property features 50 guestrooms, ski-in/ski-out access during winter months, a game room, outdoor fire pits, a sundeck, picnic area, meeting facilities, and nearly 800 square feet of flexible event space. Guests enjoy easy access to hiking, skiing, scenic drives, and local attractions including Hildene, Mount Equinox Skyline Drive, Stratton Mountain, and the Long Trail Trailhead, as well as nearby shopping destinations in Manchester.

Choice Hotels' upscale brands participate in Choice Privileges®, the award-winning hotel rewards program, which recently launched an all-new rewards experience enabling members to earn more rewards more frequently, achieve Elite status faster, and access exclusive benefits designed to help get the most from every stay. Members can earn and redeem points for reward nights at Cambria hotels, as well as at more than 7,000 properties across a diverse portfolio of brands in 46 countries and territories.

About Choice Hotels®    
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. The challenger in upscale and a leader in midscale and extended stay, Choice® has over 7,500 hotels, representing more than 650,000 rooms, in 49 countries and territories. A diverse portfolio of 22 brands that range from full-service upper upscale properties to midscale, extended stay and economy 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 choicehotels.com.   

About Cambria® Hotels: Going Places™
The Cambria Hotels brand is designed for the modern traveler, offering guests a distinct experience with simple, guilt-free indulgences allowing them to treat themselves while on the road. Cambria properties feature compelling design inspired by the location, spacious and comfortable rooms, flexible meeting spaces, enhanced beverage options and small plates with flavors inspired by the destination. Cambria Hotels is rapidly expanding in major U.S. cities, with more than 75 hotels open in locations like Chicago, New York, Los Angeles, Washington, D.C., Nashville, and Phoenix. To learn more, visit www.choicehotels.com/cambria.

About 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 500 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 press release includes "forward-looking statements" about future events, including anticipated hotel openings, development pipeline growth, and brand expansion. Such statements are subject to numerous risks and uncertainties, including changes in economic conditions, travel demand, development timelines, and other factors discussed in Choice Hotels International's filings with the Securities and Exchange Commission. Actual results may differ materially from those expressed or implied in these forward-looking statements, and Choice undertakes no obligation to update them.

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 Street, Suite 600, North Bethesda, MD 20852, or by email at development@choicehotels.com. 

 

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SOURCE Choice Hotels International, Inc.