Ascend Collection Celebrates Banner Year

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. December 28, 2011

December 27, 2011 - The Ascend Collection membership program from Choice Hotels International, Inc. (NYSE: CHH) reports record growth for 2011.

“Membership is up nearly 35 percent over the previous year,” says Stacy Ragland, the program's vice president of operations.

The elite network is performing well across the board, according to Ragland. RevPAR through the end of the third quarter increased more than 9 percent, at $65.81 compared to $60.25 for the same period in 2010. Ascend Collection properties have seen on average more than 40 percent of their reservations from Choice Hotels channels this year—the highest contribution rate of any brand in the company's domestic system.

This year, the portfolio debuted in Arizona, Connecticut, Michigan, Maryland, New Hampshire, and Quebec and New Brunswick in Canada, and expanded its footprint in key markets elsewhere across the U.S. The following properties came online:

• Zona Hotel & Suites Scottsdale, Az.
• The Hills Hotel, Laguna Hills, Ca.
• Westport Inn, Westport, Ct.
• GreenLinks Resort, Naples, Fl.
• Island Inn & Suites, Piney Point, Md.
• Shoreline Inn & Conference Center, Muskegon, Mich.
• Chateau Moncton, New Brunswick, Canada
• Chateau Saint John, New Brunswick
• The Lane Hotel, Keene, N.H.
• Union Hotel, Brooklyn, N.Y.
• The Inn at Mountain View, Greensburg, Pa.
• Hotel Royal William, Quebec, Canada
• St. Christophe Hotel & Spa, Granby, Quebec
• Ben Lomond Suites, Ogden, Utah
• The Virginian Suites, Arlington, Va.

Empowered and Independent
“The strength of Ascend Collection is that it allows independent hotels to maintain their individuality and local market identity, while also leveraging the strength of the Choice Hotels reservation and distribution systems,” Ragland says.

While member properties continue to operate as they're accustomed to, the Ascend Collection membership program provides tools and assistance to help them enhance service and performance. Among these resources: a global guest rewards program, online presence at ChoiceHotels.com, state-of-the-art property management system, performance consultations to assist in revenue generation, e-marketing tools, quality assurance reviews, online courses with robust guest service modules, conferences and webinars by industry leaders.

“Choice Hotels puts vast resources behind the independent hotel,” Ragland explains. “The goal isn't to promote Ascend Collection, but rather to push the hotel and its name and offerings.”

“With millions of members in the Choice Privileges network, Ascend Collection will help Zona increase its visibility and introduce us to a new customer base,” says Bruce Pittet, general manager, Zona Hotels & Suites Scottsdale, which joined the portfolio earlier this year.

“Ascend Collection provides a fabulous e-marketing program,” notes Donna Herrick, the owner of Norfolk Lodge & Suites, a member property in Norfolk, Neb. “It's also at the industry forefront in building visibility in the booming smartphone and PDA world.”

“The property management system, in my opinion, leads the industry,” says Jennifer Rota, general manager, Distrikt Hotel, an Ascend Collection property in New York City. “It allows us to manage reservations based on real-time information, an indispensable capability in today's economy.”

Ragland says the network will roll out additional member resources in the New Year. “This is an exciting time for Ascend Collection,” she concludes. “With an outstanding roster of hotels and many more in the pipeline, we're confident 2012 will see continued strong growth for our dynamic collection.”

About Ascend Collection
The Ascend Collection membership program made its debut in late 2008 and now has hotels open and under development throughout the United States, Canada and the Caribbean. The network appeals to the growing number of travelers who like to discover upscale and unique hotels with local flair when traveling for business or leisure. Member hotels include The GEM Hotels with three boutique hotels in New York City; Inn of Chicago, one-half block from The Magnificent Mile; The Lane Hotel, in scenic Keene, N.H.; and Inn on the Lake, just outside Halifax, N.S. For more information on this collection of Historic, Boutique and Unique and hotels, visit www.ascendcollection.com.

About Choice Hotels
Choice Hotels International, Inc. franchises more than 6,100 hotels, representing more than 490,000 rooms, in the United States and more than 30 other countries and territories. As of September 30, 2011, 430 hotels were under construction, awaiting conversion or approved for development in the United States, representing more than 35,000 rooms, and 94 hotels, representing approximately 8,700 rooms, were under construction, awaiting conversion or approved for development in more than 20 other countries and territories. The company's Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn brands serve guests worldwide. In addition, via its Ascend Collection membership program, travelers in the United States, Canada and the Caribbean have upscale lodging options at historic, boutique and unique hotels.

Additional corporate information may be found on the Choice Hotels International, Inc. Web site, which may be accessed at www.choicehotels.com.