Choice Expands Ascend, Revamps Sleep Inn Marketing

ROCKVILLE, MD—Choice Hotels International Inc. has added three properties to its soft-brand Ascend Hotel Collection in a major gateway city and revamped its marketing for its Sleep Inn Brand.

The Ascend Hotel Collection welcomes the iconic Hotel Breakwater South Beach, Casa Victoria Orchid and Hotel Ocean properties in Miami’s South Beach. Located in Miami’s historic Art Deco district, Hotel Breakwater South Beach is an eclectic hotel offering a rotating art program and aquarium-style pool; the Casa Victoria Orchid property is situated on the legendary Española Way and features European charm; and Hotel Ocean offers ocean views.

“These hotels are a true representation of what the Ascend Hotel Collection is all about,” said Janis Cannon, SVP of upscale brands for Choice Hotels. “South Beach is a hotspot for travelers seeking an experience that’s reflective of the community, and now guests can immerse themselves in this vibrant South Florida city, all while having the benefits of booking through Choice Hotels and earning Choice Privileges loyalty rewards.”

Each property offers a range of amenities, including fitness centers, pools, complimentary breakfast and comfortable accommodations.

Meanwhile, Choice has also launched a new campaign to fortify its midscale Sleep Inn brand. The new tongue-in-cheek print and digital ads remind developers of what really matters: a strong, long-term return on investment.

“Our ‘Always Sleep Inn Style’ ads illustrate how trends that appeal to consumers today may not appeal to consumers tomorrow. Travelers evolve, and developers should invest in brands that withstand the test of time,” said Anne Smith, VP, brand management and design, Choice Hotels. “Simply put, no matter what seems flashy today, we remain the best choice for developers seeking new construction in midscale.”

The brand has a pipeline of more than 120 hotels, and, according to the company, has had domestic RevPAR index gains outpacing competitors in 36 out of 37 months.

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