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International Press Releases

Choice Hotels Asia-Pac launches Asia’s first Ascend Hotel Collection property with Japan’s hotel around TAKAYAMA

Leading hotel group Choice Hotels Asia-Pac together with Choice Hotels Japan is excited to launch the first Ascend Hotel Collection™ hotel in Asia this month, with the opening of “hotel around TAKAYAMA” in Takayama City, Japan.

Recognised as the hotel industry’s first and largest soft brand*, Choice Hotels’ Ascend Hotel Collection is celebrating its 15th anniversary in 2023. Designed for travellers seeking unique experiences in exceptional surroundings — and powered by the award-wining loyalty program Choice Privileges — the upscale Ascend Hotel Collection has more than 320 upscale hotels with unique properties and signature styles in 15 countries.

Boasting 152 rooms (both Japanese and Western style), hotel around TAKAYAMA is an ideal base for travellers to explore the historical city of Takayama, surrounded by the scenic countryside of the Japanese Alps. The hotel embodies the regional travel concept of being a “good local” including a restaurant celebrating the best of local produce, a store selling local products and a build-your-own travel guide wall featuring 100 of the best local attractions.

Choice Hotels Asia-Pac CEO Trent Fraser says the latest addition of “hotel around TAKAYAMA” is dynamic evidence of the Ascend Hotel Collection’s continuing global expansion.

“With the Ascend Hotel Collection celebrating 15 years, we’re thrilled that the brand’s introduction to Japan is through such an authentic property as hotel around TAKAYAMA ,” Mr. Fraser says.  “This is a unique hotel that reflects the charm of the region in which it’s located.

"We’re inspired to continue building on the Ascend Hotel Collection's success this anniversary year, as we look forward to welcoming more unique and boutique properties to our portfolio and provide guests with even more options around the world."

Choice Hotels Japan, holder of Choice Hotel International’s master franchise agreement in Japan, has more than 70 properties across the cities of Tokyo, Nagasaki, Hiroshima, Osaka, and Fukuoka under the Comfort and Ascend brands.

Learn more at

*What is a “soft brand”?

A soft brand enables an independent hotel to maintain a unique identity and style, while leveraging the benefits of a well-known hotel group, including access to a group’s reputation, marketing campaigns, sales services, distribution prowess, support, training and behind-the-scenes operational systems.

For more information contact:
Maddison Moloney, PR & Communications Manager
+61 455 530 855

About Choice Hotels Asia-Pac
Choice Hotels Asia-Pac has more than 300 hotels across the Asia-Pacific region, representing more than 11,000 rooms and making it the region’s largest hotel franchise group. Brands under the Choice Hotels banner include the Ascend Hotel Collection, Clarion, Quality, Comfort and Econo Lodge. Choice Hotels Asia-Pac is a wholly-owned subsidiary of Choice Hotels International, a publicly listed (NYSE: CHH) company in the United States. A challenger in the upscale segment and a leader in midscale and extended stay, Choice has more than 7,400 hotels, representing over 625,000 rooms, in 45 countries and territories.

Ascend Hotel Collection: Let the Destination Reach You.   
The Ascend Hotel Collection global portfolio of independent resort, historic and boutique hotels is part of Choice Hotels International, one of the world's largest leading hotel companies. Recognized as the hotel industry's first "soft brand" concept, there are more than 330 Ascend Hotel Collection properties worldwide, including in France, the United Kingdom, Denmark, Finland, Ireland, Norway, Spain, Sweden, Turkey, Australia, Canada, Ecuador, and throughout Mexico, the Caribbean and Central America. Membership with the Ascend Hotel Collection enables distinctive, independent properties to gain a global presence while maintaining their local charm. For more information, visit

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The Radisson brands, including Park Plaza, Country Inn & Suites, and Park Inn by Radisson, are owned in the Americas regions by Choice Hotels.
Outside of the Americas, the brands are owned by Radisson Hotel Group, an unaffiliated company headquartered in Belgium.