Choice Hotels Launches Ascend Hotel Collection

MEDIA RELEASE 15 July 2013
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Choice Hotels Launches Ascend Hotel Collection

Choice Hotels’ CEO Trent Fraser cut the ribbon on the Ascend Hotel Collection, a unique property offering, in his opening speech at Choice Hotel’s annual conference in Darwin today [Eds: Monday 15 July 2013].
Ascend Hotel Collection is an exclusive group of historic, boutique or unique properties offering a very special hotel experience for discerning guests within the Choice Hotels stable.

The first New Zealand property to join Ascend Hotel Collection is the Auckland Metropolis (formerly part of the Clarion Collection group of properties). Encompassing the historic 1912 Baroque-style Magistrates Court building as the hotel foyer, the Metropolis is a perfect fit under Ascend Hotel Collection. It joins Sydney’s Castlereagh Boutique Hotel – an inner-city jewel steeped in history – along with three other Australian properties to form the initial Ascend Hotel Collection offering.

Ascend Hotel Collection will complement Choice Hotels’ four existing brands; Econo Lodge, Comfort, Quality and Clarion, across Australasia.

“We are pleased to welcome this membership as another option for very special properties wanting to join the franchise,” says Fraser. “Our development team will be working with potential properties in coming months to extend Ascend Hotel Collection further across New Zealand.”

The conference opening also saw Fraser reinforce the business’ focus on providing excellent customer service and hospitality at every Choice hotel across Australasia in the next 12 months.

Fraser laid down the challenge for property owners and staff to “get to know every guest, anticipate their needs, and meet those needs with a smile!”

He added; “Organisations that build vibrant and uplifting service cultures enjoy a sustainable competitor advantage. They attract and retain not only great customers but also more talented and motivated employees,” said Fraser. “The very best hospitality will always remain the number one priority at Choice Hotels.”

To support the reinvigorated focus on customer service, all Choice Hotels head office and corporate team members will spend time on the front line at Choice Hotels’ properties in coming months. They will learn more about customers and work with property owners and managers to help them deliver the best possible service.

With just 18 months under his belt as CEO of Choice Hotels, Fraser has already overseen a major phase of growth in New Zealand with six new properties coming on board in the past 12 months. He has also directed multiple new technological initiatives to improve business efficiency including the roll out of choiceADVANTAGE, a cloud based property management system, which is already delivering impressive results.

The Choice Hotels annual conference is taking place at the Darwin Convention Centre (14 – 17 July). It includes four days of interactive workshops, fun social events and informative keynote speakers, culminating with the prestigious Choice Hotels ’Night of White’ awards dinner on Wednesday night.

ENDS

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