Choice Hotels Takes on the World with Upscale Expansion
Choice Hotels International is actively expanding its global presence. So far this year, the company has added 31 hotels and more than 3,300 rooms outside the U.S. Additionally, over 11,000 rooms have been added to the development pipeline during the same period, leading to a remarkable 95% increase in the net pipeline since the beginning of the year.
The company’s growth is largely driven by its success in the upscale and upper-upscale hotel segments, which include brand launches in new markets across Canada, the Caribbean, Latin America, Europe, China, and Australia. Recent developments feature the signing of Radisson Blu hotels in Argentina and Cambria hotels in Canada. Additionally, the company recently announced a significant expansion in the Chinese market through a long-term distribution and master franchise agreement with SSAW Hotels & Resorts. This agreement adds 68 upscale and upper-upscale full-service SSAW properties, totalling more than 9,500 rooms, to the Ascend Collection, with the potential for further additions.
This ongoing growth is reinforced by Choice Hotels’ investment in technology to enhance the success of its hotels. One notable partnership is with Mews, a property management system that seamlessly integrates with Choice Hotels’ award-winning proprietary tools, offering franchisees more options to harness the power of the Choice Hotels system.
“For the past several years, Choice Hotels’ international segment has achieved consistent annual growth across a number of meaningful metrics, and we’re poised to reach new milestones,” said Ricardo Losada Revol, Senior Vice President and General Manager of the International division at Choice Hotels International.
“This momentum is a testament to the strength of our agile, personalized service model, our world-class franchisee success system, and the cutting-edge tech tools that support it — all of which we continue to invest in to enhance the benefits owners gain by being part of Choice Hotels.”
Growing Upscale Footprint In The Caribbean And Latin America
The Caribbean and Latin America region is a significant area for Choice Hotels’ growth in the Americas, especially in the upscale segment. With 180 hotels and over 25,000 rooms, the company continues to expand. In 2025, it opened several new properties in exciting locations, including the Radisson San Luis Potosí in Mexico and the Radisson Riviera in Panama. In May, it launched the V Grand Hotel, a member of Radisson Individuals, in Medellín, Colombia. This hotel allows guests to immerse themselves in the city’s culture through curated experiences, wellness offerings, and personalized service, all within an upper-upscale environment in the trendy El Poblado district.
Choice Hotels is set to enter new markets in the region this year. In the third quarter, it will open a Radisson Blu in Bariloche, Argentina—a charming Patagonian town that attracts tourists year-round for its unparalleled skiing experiences and scenic views. This newly constructed 80-room, full-service property is located directly on Lake Nahuel Huapi, offering guests breathtaking views of the town’s mountainous landscape. Additionally, Choice Hotels plans to introduce an Ascend Collection hotel in Calama, the gateway to the renowned Atacama Desert in Chile, as well as a Radisson hotel in Suriname’s capital, Paramaribo, later this year.
Choice Hotels has renewed its Exclusive Master Franchise Agreement with Atlantica Hospitality International in Brazil for an additional 20 years, building on a 27-year strategic relationship. The agreement currently includes nearly 70 hotels with over 10,000 rooms across various segments.
Scaling Market Share in China and Greater Asia-Pacific
The agreement with SSAW, a leader in the upscale business hotel and resort segment in China, introduces notable brands including Pagoda, Narada, SSAW Garden and Boutique, and Ginlan Jia. These brands are expected to be available for booking on ChoiceHotels.com this year. The portfolio features five-star hotels such as the 440-room Garden SSAW Hotel Beijing, which combines historic and modern design while providing easy access to Beijing’s top cultural attractions. Additionally, the Narada Grand Hotel Zhejiang, which once hosted the G20 summit, is an excellent choice for business travellers and those wishing to explore the rich cultural heritage of Hangzhou.
Choice Hotels is actively expanding its midscale and upper midscale presence in the Asia-Pacific region. So far this year, the company has opened five hotels, with three more expected to debut later in the year. In 2025, two Comfort Inn hotels opened in Grafton, New South Wales, and Robe, South Australia. Additionally, a Comfort Hotel was launched in Tanabe, Japan, along with a Clarion Hotel in Kochi and a Quality Inn in Rajkot, India.
Accelerating Growth In Europe Through Strategic Partnerships
Choice Hotels is expanding its presence in Europe by forming strategic relationships and direct franchise agreements, having added 19 hotels so far this year. In 2025, the company partnered with Strawberry (formerly Nordic Choice Hotels) to onboard five hotels in Scandinavia, including The Ice Hotel in Sweden. They plan to add four more hotels later this year. Part of the Ascend Collection, The Ice Hotel offers guests a unique experience with guestrooms constructed entirely of ice.
In France, Choice Hotels expanded its portfolio by adding 34 properties between 2024 and 2025. This includes Comfort-branded aparthotels along the French Riviera and in the picturesque town of Annecy, achieved through a strategic partnership with Zenitude. In Spain, the company added six hotels in 2024 through its franchise agreement with Faranda Hotels, featuring the beautiful Galician seaside hotel, Hotel Faranda Rías Altas. Choice Hotels also anticipates adding five more hotels this year through its collaboration with Sercotel.
Cambria Hotels To Debut In Canada, Ascend Collection Deepens Market Presence
Choice Hotels has signed a new agreement to introduce its first Cambria Hotel in Canada, which is expected to open in 2026. The hotel will be located in Thunder Bay, Ontario. It will cater to both business and leisure travellers flying through Thunder Bay International Airport and adventure-seekers interested in the area’s popular outdoor activities. Additionally, the company plans to nearly double the market share of the Ascend Collection in Quebec with six new openings slated for this year and two more expected in British Columbia.
Choice Hotels’ international properties are part of the Choice Privileges program, an award-winning rewards initiative. This program enables guests to earn and redeem points for free nights at over 7,000 Choice-branded hotels. These hotels are spread across a diverse range of brands in nearly 40 countries and territories, including more than 180,000 upscale and luxury rooms located in top destinations worldwide.
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