Choice Hotels Adds Six Upscale Properties Across United States

New Upscale Openings in Four States

Choice Hotels International announced on 1 October 2026 the addition of six new upscale properties to its portfolio across four distinct American states. The expansion includes two Cambria Hotels: the Cambria Hotel Colorado Springs – Air Force Academy in Colorado and the Cambria Hotel Jacksonville in Florida.

Additionally, four Ascend Collection properties have commenced operations: Caretta Landing Sarasota and Coral Pointe Sarasota, both in Florida; Sun Lodge in Peru, Vermont; and Fairway Inn and Suites in Mishicot, Wisconsin.

These new establishments aim to cater to diverse guest preferences, from outdoor recreation and business travel to wellness-focused coastal retreats and golf-centric experiences, according to Choice Hotels.

Strategic Growth in Premium Segment

This recent expansion follows Choice Hotels' consistent strategy to grow its upscale offerings, responding to evolving demands from both property owners and travellers. The company previously introduced two Cambria hotels in the Dallas-Fort Worth area and near Bend, Oregon, last month.

Furthermore, the Ascend Collection broadened its footprint with an opening in Washington, D.C., in 2024. Choice Hotels stated that these additions extend its presence across varied markets, providing guests with distinctive stays that reflect local character and design, a key focus for its premium brands.

Expanding US Upscale Portfolio

Choice Hotels' upscale portfolio in the United States currently comprises more than 300 hotels, with nearly 150 additional properties under development. This segment also includes brands such as Radisson, Radisson Blu, and Radisson Individuals.

Mark Shalala, senior vice president of development for upscale brands at Choice Hotels, commented that the company observes strong interest from owners and developers who recognise the strength of its upscale platform.

Shalala emphasised Choice's focus on supporting owners while delivering experiences that meet the increasing demand among contemporary travellers for unique upscale accommodation options.

Global Trends and Asian Market Dynamics

The expansion by Choice Hotels reflects a broader global trend among major hospitality groups to invest in upscale and lifestyle brands, targeting discerning travellers seeking authentic local experiences. While this specific development focuses solely on the United States, similar strategic shifts are observable in Asia's hospitality sector.

Regional and international players like Accor, Marriott, and IHG continue to expand their premium and lifestyle portfolios in key Asian markets such as Southeast Asia and India, aiming to capture growing demand from both domestic and inbound tourism.

However, the pace and scale of such expansions in Asia often vary, with some markets prioritising mid-range or budget segments to cater to a different demographic or earlier stage of travel market maturity.