Choice Hotels' Ascend Collection Surpasses 500 Properties Milestone
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 16 2026
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Should l Buy CHH?
Source: Newsfilter
- Milestone Expansion: Choice Hotels' Ascend Collection has surpassed 500 properties with new openings in Hollywood, Florida, and Seneca Falls, New York, reflecting strong growth momentum in the upscale market and expected to attract more high-end clientele.
- New Hotel Features: The newly opened Harrison Hotel offers 95 rooms in a historic arts, dining, and entertainment district, equipped with flexible meeting spaces and various amenities, aimed at enhancing guest experiences and strengthening market competitiveness.
- International Market Growth: In the past year, Ascend Collection has added multiple hotels in Poland, Canada, and Kenya, demonstrating its commitment and capability for global expansion, which is expected to further enhance the brand's international visibility and market share.
- Robust Development Pipeline: As of March 2, Ascend Collection has a development pipeline of 70 properties across the U.S. and internationally, indicating the brand's ongoing growth potential in the upscale hotel market and strong developer interest.
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Analyst Views on CHH
Wall Street analysts forecast CHH stock price to rise
10 Analyst Rating
2 Buy
5 Hold
3 Sell
Hold
Current: 101.240
Low
91.00
Averages
103.44
High
126.00
Current: 101.240
Low
91.00
Averages
103.44
High
126.00
About CHH
Choice Hotels International, Inc. is a lodging franchisor with over 7,500 hotels, representing over 650,000 rooms, in 46 countries and territories. The Company’s segments include Hotel Franchising & Management and Corporate & Other. The Hotel Franchising & Management reportable segment includes the Company's hotel franchising operations, which consist of its approximately 22 brands and brand extensions and the hotel management operations of 13 hotels (inclusive of four-owned hotels). Its brand names include Comfort Inn, Comfort Suites, Quality, Clarion, Clarion Pointe, Ascend Hotel Collection, Sleep Inn, Econo Lodge, Rodeway Inn, MainStay Suites, Suburban Studios, WoodSpring Suites, Everhome Suites, and Cambria Hotels (collectively, the legacy Choice brands). It also includes Radisson Blu, Radisson RED, Radisson, Park Plaza, Country Inn & Suites by Radisson, Radisson Inn & Suites, Park Inn by Radisson, Radisson Individuals, and Radisson Collection.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Choice Hotels Research Reveals New Traveler Value Perspectives
- Trust and Transparency: According to research from Choice Hotels International, 83% of respondents believe trust is crucial in determining hotel value, indicating that consumers prioritize brand transparency and reliability when selecting accommodations, which impacts hotel market competitiveness.
- Importance of Rewards: 64% of respondents stated that earning rewards enhances the value they receive from hotels, prompting Choice Hotels to strengthen its Choice Privileges® loyalty program by simplifying the process for accessing rewards to boost customer loyalty.
- Details of Guest Experience: 75% of respondents believe that thoughtful gestures and small perks influence value perceptions more than basic amenities, leading Choice Hotels to emphasize personalized service and attention to detail in its midscale brands to enhance customer satisfaction.
- Adapting to Market Trends: As traveler expectations evolve, Choice Hotels is committed to providing consistent transparency and meaningful loyalty rewards to meet customer demands for brand trust, thereby maintaining a competitive edge in the crowded hotel market.
See More
Choice Hotels' Ascend Collection Surpasses 500 Properties Milestone
- Milestone Expansion: Choice Hotels' Ascend Collection has surpassed 500 properties with new openings in Hollywood, Florida, and Seneca Falls, New York, reflecting strong growth momentum in the upscale market and expected to attract more high-end clientele.
- New Hotel Features: The newly opened Harrison Hotel offers 95 rooms in a historic arts, dining, and entertainment district, equipped with flexible meeting spaces and various amenities, aimed at enhancing guest experiences and strengthening market competitiveness.
- International Market Growth: In the past year, Ascend Collection has added multiple hotels in Poland, Canada, and Kenya, demonstrating its commitment and capability for global expansion, which is expected to further enhance the brand's international visibility and market share.
- Robust Development Pipeline: As of March 2, Ascend Collection has a development pipeline of 70 properties across the U.S. and internationally, indicating the brand's ongoing growth potential in the upscale hotel market and strong developer interest.
See More
Choice Hotels Executive Simone Wu Announces Retirement
- Executive Retirement Announcement: Simone Wu, Senior Vice President and General Counsel of Choice Hotels, announced her retirement plans on February 20, 2026, a day after the company reported its Q4 earnings for fiscal year 2025, indicating a significant leadership transition amidst stable financial performance.
- Stock Sale Details: On February 2, 2026, Wu executed a direct sale of 8,080 shares valued at approximately $820,600, with a transaction price of $101.56 per share, reflecting her strategic financial planning aligned with the company's market performance prior to her retirement.
- Financial Performance Growth: Choice Hotels reported a 23.45% year-over-year increase in annual net income and a 27% rise in earnings per share in its recent Q4 earnings report, demonstrating robust growth in a highly competitive hotel market.
- Market Recovery: Despite facing intense competition, Choice Hotels' share price increased by 10% in 2026, indicating investor confidence in the company's future prospects, even as analysts did not include it among the top investment stocks.
See More
Choice Hotels Executive Sells Shares Amid Retirement Announcement
- Executive Stock Sale: Simone Wu, Senior VP of Choice Hotels, executed a direct sale of 8,080 shares on February 2, 2026, for approximately $820,600, following the exercise of employee stock options, indicating executive confidence in the company's future.
- Ownership Impact: This transaction reduced Wu's direct holdings by 14.20%, leaving her with 48,803 shares valued at about $5 million, reflecting a decrease in her direct influence within the company while still maintaining a significant stake.
- Strong Company Performance: Choice Hotels reported a 23.45% year-over-year increase in annual net income for FY 2025, with earnings per share growing by approximately 27%, demonstrating robust growth in a highly competitive hotel market.
- Positive Market Reaction: Despite concerns surrounding Wu's retirement announcement, Choice Hotels' stock price has risen by 10% in 2026, indicating strong market confidence in the company's future, particularly following the full acquisition of its Canadian operations.
See More
Choice Hotels Launches Annual Technology Innovation Summit
- Technology Innovation Summit: Choice Hotels kicks off its 11th annual technology and innovation summit in Scottsdale, Arizona, gathering over 800 associates to tackle business challenges through hands-on workshops and competitions, aimed at enhancing franchisee revenue and operational efficiency.
- AI Applications: This year's summit focuses on leveraging advancements in artificial intelligence, cloud platforms, and data analytics to strengthen business intelligence and security, support hotel operations, and continue scaling Choice Hotels' proprietary tools.
- Success Case Showcase: A project from last year's summit modernized the legacy Hotel Suite system using generative AI and a 'vibe coding' approach, saving over $750,000 and cutting delivery timelines by months, demonstrating the tangible impact of technology on business.
- Community Service Initiative: In addition to innovation, the summit includes a community service event in partnership with local nonprofit Bey's Blessing, where attendees assemble comfort kits for the unsheltered, reflecting Choice Hotels' commitment to social responsibility.
See More
Choice Hotels Declares Quarterly Dividend of $0.2875 per Share
- Quarterly Dividend Announcement: Choice Hotels declares a quarterly dividend of $0.2875 per share, consistent with previous distributions, indicating the company's stable cash flow and shareholder return strategy, which is expected to bolster investor confidence.
- Dividend Yield: The forward yield stands at 1.06%, reflecting the company's resilience in the current economic environment, potentially attracting income-seeking investors looking for stability.
- Record Date for Shareholders: The dividend will be payable on April 15, with a record date of April 1 and an ex-dividend date also on April 1, ensuring shareholders receive their payouts promptly, thereby enhancing their willingness to hold shares.
- Earnings Beat Expectations: Choice Hotels reported a non-GAAP EPS of $1.60, beating expectations by $0.06, while revenue reached $390.15M, exceeding forecasts by $20.51M, showcasing the company's positive performance amid portfolio optimization and conversion momentum.
See More
Choice Hotels Research Reveals New Traveler Value Perspectives
- Trust and Transparency: According to research from Choice Hotels International, 83% of respondents believe trust is crucial in determining hotel value, indicating that consumers prioritize brand transparency and reliability when selecting accommodations, which impacts hotel market competitiveness.
- Importance of Rewards: 64% of respondents stated that earning rewards enhances the value they receive from hotels, prompting Choice Hotels to strengthen its Choice Privileges® loyalty program by simplifying the process for accessing rewards to boost customer loyalty.
- Details of Guest Experience: 75% of respondents believe that thoughtful gestures and small perks influence value perceptions more than basic amenities, leading Choice Hotels to emphasize personalized service and attention to detail in its midscale brands to enhance customer satisfaction.
- Adapting to Market Trends: As traveler expectations evolve, Choice Hotels is committed to providing consistent transparency and meaningful loyalty rewards to meet customer demands for brand trust, thereby maintaining a competitive edge in the crowded hotel market.
See More
Choice Hotels' Ascend Collection Surpasses 500 Properties Milestone
- Milestone Expansion: Choice Hotels' Ascend Collection has surpassed 500 properties with new openings in Hollywood, Florida, and Seneca Falls, New York, reflecting strong growth momentum in the upscale market and expected to attract more high-end clientele.
- New Hotel Features: The newly opened Harrison Hotel offers 95 rooms in a historic arts, dining, and entertainment district, equipped with flexible meeting spaces and various amenities, aimed at enhancing guest experiences and strengthening market competitiveness.
- International Market Growth: In the past year, Ascend Collection has added multiple hotels in Poland, Canada, and Kenya, demonstrating its commitment and capability for global expansion, which is expected to further enhance the brand's international visibility and market share.
- Robust Development Pipeline: As of March 2, Ascend Collection has a development pipeline of 70 properties across the U.S. and internationally, indicating the brand's ongoing growth potential in the upscale hotel market and strong developer interest.
See More
Choice Hotels Executive Simone Wu Announces Retirement
- Executive Retirement Announcement: Simone Wu, Senior Vice President and General Counsel of Choice Hotels, announced her retirement plans on February 20, 2026, a day after the company reported its Q4 earnings for fiscal year 2025, indicating a significant leadership transition amidst stable financial performance.
- Stock Sale Details: On February 2, 2026, Wu executed a direct sale of 8,080 shares valued at approximately $820,600, with a transaction price of $101.56 per share, reflecting her strategic financial planning aligned with the company's market performance prior to her retirement.
- Financial Performance Growth: Choice Hotels reported a 23.45% year-over-year increase in annual net income and a 27% rise in earnings per share in its recent Q4 earnings report, demonstrating robust growth in a highly competitive hotel market.
- Market Recovery: Despite facing intense competition, Choice Hotels' share price increased by 10% in 2026, indicating investor confidence in the company's future prospects, even as analysts did not include it among the top investment stocks.
See More
Choice Hotels Executive Sells Shares Amid Retirement Announcement
- Executive Stock Sale: Simone Wu, Senior VP of Choice Hotels, executed a direct sale of 8,080 shares on February 2, 2026, for approximately $820,600, following the exercise of employee stock options, indicating executive confidence in the company's future.
- Ownership Impact: This transaction reduced Wu's direct holdings by 14.20%, leaving her with 48,803 shares valued at about $5 million, reflecting a decrease in her direct influence within the company while still maintaining a significant stake.
- Strong Company Performance: Choice Hotels reported a 23.45% year-over-year increase in annual net income for FY 2025, with earnings per share growing by approximately 27%, demonstrating robust growth in a highly competitive hotel market.
- Positive Market Reaction: Despite concerns surrounding Wu's retirement announcement, Choice Hotels' stock price has risen by 10% in 2026, indicating strong market confidence in the company's future, particularly following the full acquisition of its Canadian operations.
See More
Choice Hotels Launches Annual Technology Innovation Summit
- Technology Innovation Summit: Choice Hotels kicks off its 11th annual technology and innovation summit in Scottsdale, Arizona, gathering over 800 associates to tackle business challenges through hands-on workshops and competitions, aimed at enhancing franchisee revenue and operational efficiency.
- AI Applications: This year's summit focuses on leveraging advancements in artificial intelligence, cloud platforms, and data analytics to strengthen business intelligence and security, support hotel operations, and continue scaling Choice Hotels' proprietary tools.
- Success Case Showcase: A project from last year's summit modernized the legacy Hotel Suite system using generative AI and a 'vibe coding' approach, saving over $750,000 and cutting delivery timelines by months, demonstrating the tangible impact of technology on business.
- Community Service Initiative: In addition to innovation, the summit includes a community service event in partnership with local nonprofit Bey's Blessing, where attendees assemble comfort kits for the unsheltered, reflecting Choice Hotels' commitment to social responsibility.
See More
Choice Hotels Declares Quarterly Dividend of $0.2875 per Share
- Quarterly Dividend Announcement: Choice Hotels declares a quarterly dividend of $0.2875 per share, consistent with previous distributions, indicating the company's stable cash flow and shareholder return strategy, which is expected to bolster investor confidence.
- Dividend Yield: The forward yield stands at 1.06%, reflecting the company's resilience in the current economic environment, potentially attracting income-seeking investors looking for stability.
- Record Date for Shareholders: The dividend will be payable on April 15, with a record date of April 1 and an ex-dividend date also on April 1, ensuring shareholders receive their payouts promptly, thereby enhancing their willingness to hold shares.
- Earnings Beat Expectations: Choice Hotels reported a non-GAAP EPS of $1.60, beating expectations by $0.06, while revenue reached $390.15M, exceeding forecasts by $20.51M, showcasing the company's positive performance amid portfolio optimization and conversion momentum.
See More
