Company Timeline



Choice Hotels launches ChoiceADVANTAGE, the industry’s first cloud-based property management system.


Choice Hotels enters the upscale hotel segment with the introduction of its first upscale brand, Cambria Hotels & Suites, a select-service upscale hotel designed to appeal to the modern traveler. The company also expands its extended-stay offerings with the acquisition of its tenth brand, Suburban Extended Stay Hotels.


Choice Hotels introduces the industry’s first soft-brand concept with its Ascend Hotel Collection, a global portfolio of upscale unique, boutique and historic independent hotels and resorts. As an Ascend Hotel Collection member, independent hotels may retain their local identity, while gaining access to Choice’s powerful tools, including a global reservation system, revenue management and the award-winning Choice Privileges Rewards Program. 


Choice Hotels becomes the first lodging company to launch a global iPhone application, providing travelers with another convenient channel to search all Choice brand hotels, view hotel amenities, manage their Choice Privileges account and more. The free application quickly becomes one of the most downloaded travel applications.