Originally Posted by
sdsearch
First, nothing in that description says "upscale" or "full-service". Obviously, it can include some upscale and/or full-service hotels, but as a brand that isn't how Choice is classifying it.
https://choicehotelsdevelopment.com/ascendcollection/
Ascend Hotel Collection® is a membership of upscale, independent hotels designed for travelers pursuing distinct experiences in unforgettable surroundings. Whether their hotel is a conversion, adaptive-reuse, or new construction, Ascend® is ideal for owners seeking operational and design freedom, but wanting the ability to plug into the booking engines, loyalty program, and training support of one of the world’s largest hotel companies, Choice Hotels®.
https://choicehotelsdevelopment.com/brand-portfolio/
Notice which brands are included in the "Upscale" box:
UPSCALE
Your target market is stylish and dialed into smartphone-toting Millennials and connected business travelers. Cambria® Hotels is an ideal brand with market flexibility designed just for these guests. Or if you already have a chic, one-of-a-kind independent hotel, you can take advantage of the benefits that come as a member of the Ascend Hotel Collection®program.
That second link is the page I recall seeing before. Glad to have found it again--it does help with the original topic of this thread.