Choice Hotels International has opened six upscale properties — two Cambria Hotels and four Ascend Collection hotels — across Colorado, Florida, Vermont and Wisconsin, the company announced Tuesday, Sept. 29, 2026.

The openings extend a run of growth for both brands. Last month Choice debuted two Cambria hotels in the Dallas-Fort Worth region and near Bend, Oregon. The Ascend Collection entered Washington, D.C., in 2024. Choice said the new properties expand its reach across "a diverse mix of markets while offering guests distinctive stays rooted in local character and design."

Which hotels opened?

The Cambria additions are the Cambria Hotel Colorado Springs – Air Force Academy in Colorado and Cambria Hotel Jacksonville in Florida.

The four Ascend Collection debuts:

• Caretta Landing Sarasota and Coral Pointe Sarasota, both in Florida
• Sun Lodge in Peru, Vermont
• Fairway Inn and Suites in Mishicot, Wisconsin

Choice positioned the Cambria properties around access to attractions, outdoor recreation and business hubs. The Colorado Springs hotel sits near Garden of the Gods Park and the U.S. Olympic & Paralympic Museum. The Jacksonville property is close to Mayo Clinic, EverBank Stadium and the University of North Florida.

The Ascend hotels follow the brand's mandate of stays rooted in the "individuality, culture and character of their local communities." The Sarasota properties draw on the area's "coastal lifestyle" with access to Siesta Key Beach. The Wisconsin hotel offers a "boutique experience centered around golf, recreation and Midwestern hospitality," per Choice.

What does this mean for the upscale pipeline?

Choice's upscale portfolio now spans more than 300 hotels across the U.S., with nearly 150 properties in the pipeline. The segment also includes Radisson, Radisson Blu and Radisson Individuals.

The company sees sustained developer appetite behind the expansion. "There is strong interest from owners and developers who recognize the strength of our upscale platform," Mark Shalala, senior vice president of development for upscale brands at Choice, said in a statement.

Shalala added that Choice remains "focused on helping owners succeed while delivering experiences that resonate with today's travelers by meeting their increasing demand for unique upscale accommodations."

In recent years, Choice has rolled out a series of design, guest-experience and service upgrades across its upscale portfolio in an effort to drive more owner value and repeat guest stays. The company has also concentrated marketing spend on the upscale brands.

With nearly 150 properties still to open, Choice's upscale segment is positioned to keep compounding that investment through 2026 and beyond.