Ascend Collection to stress local culture in marketing push

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Choice Hotels International will launch a new marketing effort for Ascend Collection, its membership program for upscale, independent hotels.

Ascend will accentuate local culture and activities in marketing materials.

Choice is upgrading the hotels’ websites and will produce directories, brochures and other marketing collateral to help boost demand.

The average room rate at Ascend Collection hotels is $104, about 50% more than Choice's other brands.

Most of Choice's brands are in the midmarket and economy sectors. They include Comfort Inn, Comfort Suites, Quality Inn, Rodeway Inn and Econo Lodge.

Choice introduced the Ascend Collection in late 2008. It plans to expand Ascend's portfolio to 84 hotels this year, up from 71 at the end of 2011.

The Blake in New Orleans, the Parkside Lodge in Niagara Falls and the Voyager Hotel in Anchorage are among the properties that will join the Ascend Collection later this year.

Follow Danny King on Twitter @dktravelweekly. 

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