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Choice launches Ascend collection

Choice Hotels Australasia has announced the launch of Ascend Hotel Collection into its stable.

CHA chief executive officer, Trent Fraser, announced the exciting addition to the group at the Choice Hotels Conference in Darwin on 15 July. “The point of difference of the Ascend Hotel Collection is that each property retains its own individual name, yet has access to CHA’s powerful distribution channels, the global network of CHA and associated reservations and marketing resources. To become an Ascend Hotel Collection member, specific requirements must be met, including a historic, boutique aesthetic and operators must be committed to service excellence.”

The brand launch in Australia includes: Castlereagh Boutique Hotel (Sydney, NSW), Denison Boutique Hotel (Rockhampton, Queensland) and Gibraltar Hotel Bowral, NSW, an Ascend Hotel Collection).

“I’m very pleased to say that we now have four Ascend Properties including our first Ascend Property in Sydney, the Castlereagh Boutique Hotel, and also one in New Zealand, the Metropolis in Auckland,” said Mr Fraser.

As part of its customer service focus, CHA is rolling out an initiative for all head office team members to spend a day or night in one of the hotels to gain a further understanding of operations and the increased focus on the customer experience.

Image: Trent Fraser and Mark Bouris

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