Choice Hotels International Inc. is boosting its boutique hotel business by rebranding its Clarion Collection as the "Ascend Collection" with a more upscale logo and more independence for the hotel owners, the company announced at its annual gathering of franchisees this month.
The Silver Spring hotel company is changing the Clarion Collection from a "brand" to an "affiliation program." The move essentially gives hotel owners more freedom to control the details of their properties, but keeps them connected to Choice's international reservation system.
Typically, branded hotels are required to maintain their brand's standards or rules on items such as bedding or decor. An affiliated hotel can have the freedom to choose its own elements while keeping Choice's seal of approval.
The 39 properties in the U.S., Canadian and Caribbean Clarion Collection will get the Ascend logo in the second half of this year, according to spokeswoman Heather Soule. The Clarion Collection in Europe will not be changed.
The change is designed to give the Ascend properties more freedom and a more upscale feel. It's also intended to provide better clarity between the Clarion brand hotels and the Clarion Collection, which is the boutique chain, Ms. Soule said.
"It's a great way to maintain the historic or boutique hotel and their own identity, but be part of a company," she said.
Many of the major hotel chains are hoping to expand their boutique hotels — those in historic buildings or unique spaces that typically have decor that reflects the local culture or city.
Starwood Hotels and Resorts Worldwide has the W hotels brand, with 18 U.S. locations. Marriott International recently announced it is working with designer Ian Schrager to create 100 boutique hotels under the name "Edition."
InterContinental Hotels Group PLC founded its boutique hotel group, Hotel Indigo, in October 2004. The hotels are intended to have unique or quirky features such as local art in the lobby and guestroom decor and slipcovers that change with the seasons.
When individual hotel owners have a corporation take care of office work, they have more time to focus on the details customers see.
