Choice renames its high-end line
With the name change to Ascent, Choice Hotels seeks to eliminate the confusion that is created between the collection of high-scale properties and the regular clarion brand, a brand in the chain's upper-middle-scale segment, executive vice president of global operations Bruce Haase said in the announcement. "The vision of the brand has not really changed," he clarified. The name change will also allow owners of Clarion collection properties to continue to leverage Choice's booking and marketing systems. 35 properties in North America will be affected by the change, while another 45 from the Clarion collection worldwide will retain this name.
