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In an exciting milestone for the global hospitality industry, the renowned Choice Hotels Asia-Pacific, in collaboration with Choice Hotels Japan, has officially inaugurated its debut Ascend Hotel Collection property in Asia. The hotel around TAKAYAMA, located in the beautiful Takayama City, Japan, now holds the honour of being the first in Asia to join the illustrious Ascend Hotel Collection.

This auspicious inauguration coincides with the 15th anniversary of the Ascend Hotel Collection by Choice Hotels, acknowledged as the hospitality industry’s pioneer and most expansive soft brand. The upscale Ascend Hotel Collection, celebrated for its individualistic and signature style properties, is currently represented in 15 countries across the globe with more than 320 distinct hotels. The Celebrated Collection, designed to provide travellers unique experiences in extraordinary locales, is backed by the award-winning loyalty program – Choice Privileges.

The hotel around TAKAYAMA, an elegant blend of 152 Japanese and Western-style rooms, is strategically positioned as the perfect base for globetrotters aiming to unravel the rich history and picturesque landscape of Takayama city, nestled in the Japanese Alps. The hotel perfectly exemplifies the concept of regional travel or being a “good local”. It incorporates a restaurant specialising in the finest local produce, a store stocked with locally sourced products and a customizable travel guide wall that features the top 100 local attractions.

CEO of Choice Hotels Asia-Pac, Trent Fraser, expressed his excitement at the Ascend Hotel Collection’s inaugural property in Asia and its significance for the Collection’s continuous global growth. Mr Fraser remarked that the hotel around TAKAYAMA, with its authenticity and regional charm, is an ideal representation of the Ascend Hotel Collection’s introduction to Japan. He further stated that the success of the Ascend Hotel Collection in its anniversary year spurs the group’s desire to add more unique, boutique properties worldwide, thereby giving their guests a more comprehensive array of options.

Choice Hotels Japan, the holder of the master franchise agreement of Choice Hotel International in Japan, boasts more than 70 properties spanning the cities of Tokyo, Nagasaki, Hiroshima, Osaka, and Fukuoka. These properties operate under the Comfort and Ascend brands.

For the uninitiated, a “soft brand” allows an independent hotel to preserve its unique identity and style while enjoying the benefits of a renowned hotel group. This includes the perks of an established reputation, marketing campaigns, sales services, distribution clout, support, training, and the power of the group’s operational systems.

To explore more about the hotel around TAKAYAMA and Choice Hotels, visit https://www.choicehotels.com/en-au/japan.