In a move as bold as it is strategic, Choice Hotels International has hitched its wagon to Chinese heavyweight SSAW Hotels & Resorts in a landmark master franchise and distribution deal poised to supercharge its footprint across the Middle Kingdom.

The alliance throws open the doors to 68 already-operational upscale properties—totalling more than 9,500 rooms—now proudly flying under the Ascend Collection banner. And that’s not all: SSAW will develop an additional 100 brand-new hotels under the Comfort and Quality marques, with a five-year timeline. Talk about checking in and taking over.

Choice’s latest foray into Asia isn’t merely another footnote in expansion—it’s a statement. In one deft stroke, the company has sewn up exclusive Chinese rights for its globally recognised Comfort™ and Quality™ brands, while onboarding SSAW’s top-tier Narada Grand, SSAW Boutique, Ginlan Jia, and Pagoda Hotels under the Ascend Collection umbrella. These properties, tailored for discerning business and leisure travellers alike, are expected to become bookable on ChoiceHotels.com within three months.

As the ink dries on this deal, Trent Fraser, CEO of Choice Hotels Asia-Pac, is already brimming with enthusiasm: “This relationship allows us to scale quickly in a fast-growing market, with established, high-quality properties, and deliver even more value to travellers, including the 70 million members of our loyalty program, Choice Privileges.”

China, often seen as the golden goose of global tourism, has proven a tough nut to crack for Western hotel groups. But this alliance changes the game. SSAW brings deep market knowledge and a loyal following, while Choice provides the technical backbone, global brand power, and a rewards program that’s hard to resist.

Lily Zhu, CEO of SSAW Hotels & Resorts Group, is equally bullish: “This cooperation is a strategic measure of mutual benefit for both parties. We are honoured to work with Choice Hotels. It allows us to introduce the Ascend Collection in China, and gives us exclusive rights to develop Comfort and Quality brands. The cooperation between our two companies can complement each other’s strengths and push forward internationalisation for SSAW.”

In plain English: Choice gets local savvy; SSAW gets global muscle—a symbiotic step forward in a market that’s famously complex but undeniably lucrative.

Guests checking into these new-look properties can expect more than just a bed for the night. The hotels promise plush comforts like rainforest showers, in-room tea and coffee stations, fast (and free) Wi-Fi, and fitness centres—because even in China, squats don’t take holidays. Add in concierge service, 24-hour reception, onsite dining, and business hubs, and it’s clear these hotels mean business. Literally.

Ricardo Losada Revol, SVP & GM of the International Segment at Choice Hotels International, summed it up: “With our expanding platform, marketing channels, and proprietary systems that drive franchisee success, combined with SSAW’s local leadership, Choice Hotels is poised for scalable long-term growth across China and beyond.”

And here’s the kicker: all 168 hotels will participate in the Choice Privileges™ loyalty program, meaning over 70 million members worldwide can earn and redeem points across the expanded network of over 7,000 hotels globally. Not too shabby.

With a mutual vision of excellence and growth, this partnership stands as a timely reminder that when East meets West—and both bring their A-game—the result can be more than a business deal. It can be a reshaping of an entire market.

For the latest bookings and property listings, head to: www.choicehotels.com/ascend.

 

 

By Sandra Jones

 

 

 

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