With strong momentum, portfolio growth and major collaborative wins, Choice Hotels Asia-Pac closed out 2025 with 85 new properties to its network, marking a strong year for the brand in the Asia-Pac region and setting the stage for continued momentum in 2026.
The year’s developments reflect not only Choice Hotels’ reputation as a preferred accommodation provider but also its standing as a competitive franchising leader in a crowded and fast-evolving market.
major highlight was a landmark agreement with SSAW Hotels & Resorts, marking our expansion into the Asian market with 63 upscale properties joining the Ascend Collection.
SSAW was also granted exclusive rights to grow the Comfort and Quality brands across China, with plans for 100 new hotel builds over the next five years. This strategic move strengthens Choice Hotels’ presence in one of the world's most dynamic hotel markets and establishes the foundation for scalable, long-term growth.
In Australia, another significant development was the introduction of MainStay Suites, the upper midscale extended stay brand, delivered through a collaboration with Extended STAY Australasia (ESA). It also marked the brand’s first launch outside the United States and the first extended stay brand to enter the Australian market with global backing and a global loyalty program.
Choice Hotels also announced the signing of LOAM Hotel in Stawell, set to join the Ascend Collection and poised to become the new jewel in the Grampians' tourism crown. This development underscores Choice Hotels’ growing appeal for new-build projects, reflecting strong demand from developers seeking a globally backed brand. The hotel is expected to deliver a major boost for regional tourism and is projected to inject an estimated $150 million of economic value into the local economy over the next decade with 74 new construction jobs and 53 ongoing roles as well as 100-plus indirect ‘flow-on’ jobs in the supply chain.
Portfolio expansion was also celebrated with long-standing Launceston franchisee Dale Pentland, operator of Quality Hotel Colonial Launceston, launching the upscale George Hotel Launceston, part of the Ascend Collection - showcasing the breadth of the Choice brand portfolio. Dale joined a number of franchisees expanding their Portfolios with Choice Hotels, including M&G Group, who added Comfort Inn Robe; Robert and Lisa Davy, with the addition of Comfort Inn Sunset; and Sunil Kotha and Bhavin Gaijiapara, who welcomed Comfort Inn & Suites King Avenue in Sale.
Late in 2025, Choice Hotels announced that renowned hotelier Jerry Schwartz of Schwartz Family Company would rejoin the Choice Hotels network, alongside white‑label management experts Trilogy Hotels, to rebrand, refurbish, and expand the iconic Leura Hotel into Comfort Resort Leura Gardens.
"Seeing franchisees return or expand their Choice Hotels footprint is something we are incredibly proud of. It reflects the strength and flexibility of our model," said Choice Hotels Asia‑Pac CEO Trent Fraser.
Last year also marked the beginning of an exciting collaboration with the National Basketball League (NBL) and NBL1, stepping onto the court as the Official Hotel and Accommodation Partner - a relationship that connects elite athletes and community clubs with meaningful sport‑travel benefits. Importantly, the partnership also delivers measurable value to franchisees through increased brand recognition, incremental bookings, and deeper community engagement.
As the year drew to a close, Choice Hotels announced major enhancements to its rewards program, Choice Privileges, designed to deliver greater everyday value to members through simpler benefits and more rewarding ways to earn and redeem points. These changes build on enhancements introduced throughout 2025, including digital gift card redemption with leading retailers and member-only savings on car hire through an agreement with Avis Budget Group.
Beyond commercial growth, Choice Hotels continued to prioritise its role in supporting communities. In line with its commitment to social impact, the business renewed its support of the Alannah & Madeline Foundation and Cystic Fibrosis New Zealand through the return of the Check in for Charity campaign, raising more than AUD $55,000 in August.
"Social impact is incredibly important to us, so alongside supporting initiatives like the Alannah & Madeline Foundation and Cystic Fibrosis New Zealand, achieving Climate Active Certification and becoming the first hotel franchisor in Australia to do so was also a proud moment and a true reflection of our ongoing commitment to sustainability," Trent said.
"We also celebrated important franchisee milestones, including the 30-year anniversary of Quality Hotel Wangaratta Gateway and the completion of stage one of Bayside Geelong Hotel & Apartments, an Ascend Collection Hotel's major redevelopment - highlighting significant long-term franchisee success and continued investment in modern, guest-focused facilities.
"2025 showed us what we can achieve, and we're thrilled with everything we accomplished in just 12 months. These milestones reflect the energy and innovation at the heart of the Choice Hotels network, and the dedication of everyone who makes it possible. We look forward to building on this momentum throughout 2026".
About us:
About Choice Hotels Asia-Pac
Choice Hotels Asia-Pac has more than 360 hotels across the Asia-Pacific region, representing more than 32,000 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 7,500 hotels, representing nearly 650,000 rooms, in 46 countries and territories. For more information, visit www.choicehotels.com.
About Choice Privileges ®
The award-winning Choice Privileges rewards program enables members to earn and redeem points for reward nights at over 7,100 Choice-branded hotels across a diverse portfolio of brands in 46 countries and territories. Members can also exchange points for airline miles including Qantas Frequent Flyer or Velocity Frequent Flyer. To enrol in the free Choice Privileges program visit www.choicehotels.com/choice-privileges
Contact details:
Emily Stojcevski | [email protected] | 0409 552 913
Karen Strahan | [email protected] | 0417 361 465
