HB ON THE SCENE: Ascend Hotel Collection Expands Alliance With Bluegreen Vacations

NEW YORK—Choice Hotels International, Inc. revealed at the 37th Annual NYU International Hospitality Industry Investment Conference here that it is adding six new Bluegreen Vacation Club Resorts to its upscale Ascend Hotel Collection brand. This brings the total number of Bluegreen Vacation properties integrated into the Ascend Hotel Collection to 28, making Bluegreen the Ascend Hotel Collection’s largest franchise partner. The six new resort properties are located in Big Bear, CA; Orlando, FL; Aspen, CO; Myrtle Beach, NC and two locations in Williamsburg, VA.

Launched in January of 2013, the strategic alliance between Bluegreen Vacations and Choice Hotels has added exceptional value to each organization, according to Choice. Beyond the affiliation of 28 Bluegreen properties into the Ascend Hotel Collection, the multifaceted alliance has introduced Bluegreen Vacations to millions of Choice Hotels guests through a combination of marketing programs resulting in stronger guest loyalty, incremental room nights and timeshare purchases.

“We joined forces with Bluegreen Vacations with great optimism, and we are so pleased to be deepening the relationship,” said Steve Joyce, president and CEO of Choice Hotels. “This successful alliance has exceeded expectations on all fronts including franchise commitments, room night delivery, co-marketing and financial performance.”

“The Ascend Hotel Collection has achieved a successful balance in its appeal to both guest and hoteliers,” said Neil Cantor, head of Ascend Hotel Collection at Choice Hotels International. “Travelers experience something truly memorable at some of the world’s top travel destinations, while hotel owners, operators and developers can maintain the independent, authentic flavor of their hotels and enjoy the benefits of a global brand. Established properties as well as developers of new-construction and adaptive-reuse projects are finding this a compelling combination.” 

“The collaboration is growing our visibility across the globe and advancing our mission of providing guests with tremendous value at world class travel destinations,” said Peter Menges, SVP of Bluegreen Ventures. “Timeshare purchases by Choice customers are dramatically up year over year, and properties that joined the Ascend Hotel Collection have experienced double-digit gains in rate and occupancy.” 

The Bluegreen properties added to the Ascend Collection are Big Bear Resort in Big Bear, CA; Innsbruck Resort in Aspen, CO; Patrick Henry Square Resort and Parkside Resort in Williamsburg, VA; Shore Crest Resort in Myrtle Beach, SC; and Sunshine Resort in Orlando, FL.