Choice Hotels International, Inc. is adding six Quebec hotels to its Ascend Collection brand, a move it calls the first major step for growth since its consolidation of Choice Hotels Canada last year.

Located in cities including Montreal and resort destinations like Orford, the six hotels are scheduled to be operating under the new banners in early 2026.

Ascend is Choice’s banner for upscale hotels in the independent, resort, historic and boutique categories. There are over 30 properties under Ascend in Canada and over 450 worldwide. The branding will expand the Ascend portfolio in Canada by 20 per cent, according to a company announcement.

The hotels are existing assets and no major renovations are planned for the properties at this time, Brian Leon, the CEO of Mississauga-based Choice Hotels Canada, said in an email exchange with RENX.

“Quebec has more unbranded hotels than any other province, so we see it as a good area of opportunity,” he said.

Headquartered in North Bethesda, Md., Choice is a hospitality company which franchises over 7,500 hotels in 47 countries and territories.

Choice Hotels Canada acquired its remaining 50 per cent stake from joint venture partner InnVest Hotels in August 2025, transitioning it from a master franchising model to fully direct franchising. As of June 30, 2025, Choice's Canadian portfolio was made up of 350 hotels offering 30,000 rooms.

The six new Ascend hotels in Quebec

The six Quebec hotels that will soon operate under Ascend are:

• Hotel Brossard near downtown Montréal with 139 rooms;
• Hotel Montréal Metropolitan, a 92-room property in its namesake city;
• Hotel Cheribourg in Orford, a property with 123 rooms plus Jacuzzis, indoor and outdoor pools, and a mini farm;
• the 141-room Manor Des Sables, also in Orford, with a spa, pickleball and volleyball spaces, kayak and bicycle rentals, and an 18‑hole golf course;
• La Cache du Lac Champlain in Venise‑en‑Québec, a 56-bedroom hotel with an 18-hole golf course; and
• Hotel du Domaine in Thetford Mines with over 100 rooms, lakeside chalets and ready-to-camp pods.

When asked by RENX why Choice focused the Ascend brand expansion on Quebec, Leon said the company has a long, successful track record in the province which it hopes to build upon.

Bing Zhao, a hotel developer and Choice Hotels franchisee since 2017, led the deal for the properties. In a release, he expressed confidence in Choice’s Canadian expansion strategy, saying the company has “proved that now is the ideal time to grow with the company — especially through Ascend, which enables me to offer distinctive hotels that meet diverse travel demand.”

Choice’s expansion plan for Canada

Choice is actively developing in Canada, with over 2,800 rooms in its pipeline as of Q3 2025.

The shift to a direct franchising model has prepared the company for rapid growth, Patrick Pacious, president and CEO of Choice, said in the announcement.

"Growing Ascend Collection in Canada complements the significant gains we've achieved globally this year,” he said, “and positions us to deliver even more distinctive stays for travellers worldwide."

Choice plans to grow its Comfort Inn, Quality Inn, Country Inn & Suites and Park Inn by Radisson brands in Canada, Leon said. Its upscale brands such as Ascend and Cambria Hotels will also be boosted, along with its extended stay tier.

As part of this growth, Choice expects to introduce Cambria Hotels in Thunder Bay, Ont. in 2027.