In a move that’s set to rattle the foundations of the Chinese hospitality scene, Choice Hotels International has decided to expand its footprint in the country by entering into a rather colossal partnership with SSAW Hotels & Resorts. This partnership is no small potatoes; it is a long-term distribution and master franchise agreement that adds a whopping 68 existing upscale properties—boasting more than 9,500 rooms—to the Elite Ascend Collection. For those keeping track at home, that's a sizable boost to their operations in a market that's hotter than a Sichuan chili pepper.
Trent Fraser, the ever-ambitious CEO of Choice Hotels Asia-Pac, couldn't contain his enthusiasm over the new venture. "This relationship allows us to scale quickly in a fast-growing market," he exclaimed, excitedly waving his arms in the air, or at least we like to imagine he was. The best part? This arrangement will grant SSAW the exclusive development rights to the Comfort and Quality brands throughout China as a master franchisee. No one is more chuffed than SSAW’s CEO, Lily Zhu, who gleefully noted how the collaboration will enhance both companies’ international presence and efficacy.
As if that weren’t enough, travelers will soon be able to book stays at SSAW’s upscale brands—including Pagoda, Narada Grand, SSAW Boutique, and Ginlan Jia—on ChoiceHotels.com in a matter of months. Talk about convenience! Zhu stated, "We are honored to work with Choice Hotels. This deal allows us to introduce the Ascend Collection in China," proving that great things can come to those who partner wisely. This collaboration is a significant indicator of the growing importance of the Chinese hotel market and the treasure trove of opportunities it harbors. It seems that Choice Hotels is well on its way to claiming its stake in the world’s largest market for travelers.
Choice Hotels Expands Empire with 68 New Chinese Abodes
Monday 2nd June, 2025
Gorilla Dash
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The hotel chain dives deep into China with a gargantuan deal.
- 68 new hotels added to the Ascend Collection.
- Over 9,500 rooms included in the deal.
- Exclusive rights for Comfort and Quality brands in China.
Key Facts:
| Number of hotels added | Choice Hotels has added 68 existing properties through the agreement with SSAW. |
|---|---|
| Room total | The new properties include over 9,500 rooms, significantly increasing Choice Hotels' footprint. |
| Exclusive rights granted | SSAW has been granted exclusive development rights for the Comfort and Quality brands across China. |
| Companies involved | The deal is between Choice Hotels International and SSAW Hotels & Resorts in China. |
| Market opportunity | This partnership reflects the growing importance of the Chinese hotel market and its potential. |
Disclaimer:
If any facts in our articles are incorrect or you would like an article removed please email us at news@gorilladash.com.
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