Choice continues growth in Canada

INTERNATIONAL REPORT — Choice Hotels International is partnering with Bing Zhao in Canada to expand its upscale soft brand, Ascend Collection, with six new properties scheduled to open in Québec in early 2026. Zhao is one of Québec’s most established hotel developers and has been a Choice franchisee since 2017.

The multi-unit agreement is the first significant step in the company’s accelerated growth plans following last year's consolidation of Choice Hotels Canada.

Choice said the six properties will deepen Ascend Collection’s presence in Montréal and resort destinations. The hotels include: the 139-key Hotel Brossard in Brossard; the 123-key Hotel Cheribourg in Orford; the 100-plus-key Hotel du Domaine in Thetford Mines; the 92-key Hotel Montréal Metropolitan in Montréal; the 56-key La Cache du Lac Champlain; and the 141-key Manor Des Sables in Orford.

The company said the addition will grow the Ascend portfolio in Canada by 20%. Choice said during its last earnings report that its Canadian RevPAR increased 7% year-over-year through 3Q25 and that it has a pipeline of more than 2,800 rooms in the country. 

“Our transition to a direct franchising model in Canada set the stage for rapid growth and these latest deals mark an exciting milestone in our expansion plans,” said Choice Hotels President and CEO Pat Pacious. “Growing Ascend Collection in Canada complements the significant gains we’ve achieved globally this year and positions us to deliver even more distinctive stays for travelers worldwide.”

“Choice Hotels’ expansion strategy in Canada gives me strong confidence in the road ahead,” Zhao said. “Their commitment to my success as a hotel owner, combined with their broadening distribution network, has proved that now is the ideal time to grow with the company — especially through Ascend.”

Choice’s international growth

Choice’s growth in Canada comes as the company emphasizes international expansion amid stagnant RevPAR for its U.S. properties. The company said it expects high single-digit international room growth this year as part of the accelerated expansion of its global portfolio, which now exceeds 150,000 rooms outside the U.S. 

In addition to its growth in Canada, Choice has signed new agreements that will see the company debut in Africa, starting with three hotels in Kenya, including a master development agreement that will add at least 15 additional hotels on the continent by 2030. The company will also debut its extended-stay business in Australia with the launch of MainStay Suites.

In addition, Choice has signed a deal that will add 50 new Quality Suites properties in France, nearly doubling the company’s portfolio in the country. The company also signed a long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China, which will add over 9,500 rooms to its Ascend Collection this year, with additional plans to expand the Comfort and Quality brands to 100 properties in the country.

Last year, Choice also renewed its master franchise agreement with Atlántica Hospitality International in Brazil for 20 years, covering 70 hotels with more than 10,000 rooms across segments.