Regional luxury boom fuels Choice Hotels expansion

Choice Hotels Asia-Pac is accelerating its regional growth strategy, with two new upscale Ascend Collection properties set to strengthen the company’s presence in regional New South Wales and South Australia.

The latest signings reflect growing confidence from existing franchisees expanding under the Choice Hotels banner, while highlighting increasing demand for premium, experience-driven accommodation in key regional markets.

In Tamworth, local operators Jye Segboer and Arnold Soriano, owners of the award-winning CH Boutique Hotel & Apartments, have expanded their portfolio through the acquisition and transformation of the neighbouring Plumes Bed and Breakfast.

The property has now reopened as Plumes by CH Boutique, an Ascend Collection Hotel, following a comprehensive $5 million redevelopment.

Meanwhile, in Port Pirie, experienced hotel owner Sunil Kumar Singh has expanded his regional footprint with The Ellen Hotel joining the Ascend Collection portfolio. Singh already operates Comfort Inn Flinders on Main in Port Pirie, alongside Comfort Inn Bathurst in regional New South Wales.

CEO of Choice Hotels Asia-Pac, Trent Fraser, said franchisee-led growth remains central to the company’s development strategy.

“Seeing existing franchisees reinvest and grow with Choice Hotels speaks to the strength of our franchise network and the confidence owners place in our brands and support platform,” Fraser said.

“Both Plumes by CH Boutique and The Ellen Hotel deliver the distinctive character and elevated guest experience that define the Ascend Collection, while responding to growing demand for premium accommodation in regional markets.”

Located within Tamworth’s entertainment precinct, Plumes by CH Boutique has been repositioned as an exclusive gated retreat featuring 11 boutique suites, with a strong focus on design, craftsmanship and personalised service.

Central Hospitality Group CEO Jye Segboer said the project aimed to deliver a new level of accommodation experience for the region.

“We took a local-first approach to both design and delivery, working with regional suppliers and craftspeople to create a refined and considered guest experience,” Segboer said.

“Plumes fills a gap in the Tamworth market for guests seeking high-end accommodation with exceptional service, and expanding with Choice Hotels was a natural next step given the relationship we’ve built and the strength of its national and global distribution.”

In Port Pirie, The Ellen Hotel is undergoing a strategic refresh led by owners Sunil Kumar Singh and Swati Mittal, with upgrades focused on enhancing guest comfort and reinforcing the property’s premium positioning.

“Aligning with Choice Hotels and the Ascend Collection provides a strong platform for long-term growth,” Singh said.

“The Ascend Collection delivers greater brand visibility, credibility and access to a broader customer base, while allowing us to retain the individuality of the property.”

Choice Hotels said the two signings demonstrate how regional operators are increasingly leveraging established hotel brands and distribution networks while maintaining the individuality of their properties.

The company added that both properties reflect a broader shift toward upscale regional accommodation catering to both leisure and corporate travellers throughout Australia’s key regional destinations.

Read the latest edition of AccomNews HERE