Chinese luxury hotels join Ascend Collection in Choice-SSAW deal

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Choice Hotels has confirmed that 68 high-end hotels in China will join its upscale Ascend Collection, under a new distribution deal with Chinese hospitality firm SSAW Hotels & Resorts. Representing a major expansion into the Chinese market, the deal adds more than 9,500 rooms to the collection from across SSAW’s Pagoda, Narada Grand, SSAW Boutique and Ginlan Jia brands. “This relationship allows us to scale quickly in a fast-growing market, with established, high-quality properties, and deliver even more value to travellers, including the 70 million members of our loyalty program, Choice Privileges,” Choice Hotels Asia-Pac CEO Trent Fraser said. Under the deal, Choice grants SSAW the authority to introduce the Ascend Collection in China as well as exclusive development rights for the Comfort and Quality brands across China as a master franchisee.

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SSAW CEO Lily Zhu said the cooperation reflects the importance of the Chinese hotel market. “This cooperation is a strategic measure of mutual benefit for both parties,” she said. “Choice Hotels is one of the world’s leading hotel franchising groups and has extensive influence across the global industry.” Meanwhile, SVP & GM of the International Segment at Choice Hotels International Ricardo Losada Revol highlighted how the combined strengths of the two companies would help drive success in Asia-Pacific’s fastest growing market. “With our expanding platform, marketing channels, and proprietary tools and systems that drive franchisee success, combined with SSAW’s local leadership, Choice Hotels is poised for scalable long-term growth across China and beyond,” he said. All newly affiliated properties will participate in loyalty program Choice Privileges, and are expected to be bookable on ChoiceHotels.com within the next three months.

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