Choice Hotels Adds Six New Ascend Collection Properties in Québec

Choice Hotels International has announced a major expansion of its upscale soft brand, Ascend Collection, with six new properties slated to open across Québec in early 2026.

The multi-unit agreement marks a strategic step in advancing Choice Hotels’ accelerated growth plans following its broader consolidation of Choice Hotels Canada, reinforcing the company’s footprint in the Canadian hospitality market.

Under the deal, the Ascend Collection will make significant inroads in both urban and resort destinations across the province, broadening Choice’s presence from downtown Montréal to scenic regional locales.

The six properties include hotels in Brossard, Orford, Thetford Mines, Montréal, and Venise-en-Québec, each tailored to meet distinct leisure and business travel needs. The portfolio spans a mix of full-service and boutique-style accommodations with a combined room count that strengthens the brand’s offering in the region.

Choice Hotels’ leadership says the expansion leverages the company’s transition to a direct franchising model in Canada, designed to accelerate property growth and enhance operational alignment. This structural shift, they note, has created momentum for rapid development within the Ascend portfolio and beyond.

The new Québec hotels are expected to increase the Ascend Collection’s Canadian footprint by approximately 20 percent and will be redeemable through the company’s global loyalty programme, giving travelers broader access to redeem points across premium soft brand destinations.

Industry insiders highlight that the move aligns with broader trends in the Canadian hospitality market, where demand for unique, independent-character properties continues to grow alongside traditional branded hotels. Québec’s mix of urban sophistication, natural landscapes and year-round tourism appeal positions it as a strategic market for Choice’s upscale soft brand ambitions.

Choice Hotels also continues to pursue additional brand introductions and expansions in Canada, eyeing opportunities for upper-scale and extended-stay segments in key cities and emerging travel corridors nationwide.