Choice, Adara Hotels in strategic agreement

Choice Hotels Asia-Pac, one of Australia’s largest hotel franchise groups, announces a strategic agreement with boutique luxury brand Adara Hotels Apartments.
The relationship expands Choice’s premium hotel offering to 11, with the addition of the Adara Collins, Adara Richmond, Adara East Melbourne and Adara Camperdown to the luxury Ascend Hotel Collection.
The four new properties significantly expand the Ascend Hotel Collection across Australia, sitting alongside award-winning hotels including Balgownie Estate Resort in the Yarra Valley and Oceans Resort in Hervey Bay.
Announcing the agreement, Choice Hotels Asia-Pac CEO Trent Fraser said: “This exciting relationship will significantly strengthen Choice’s offering across the Melbourne and Sydney CBD areas.
“The four new Adara properties will be great additions to our Ascend Hotel Collection and we expect that demand will be high from both business and leisure guests.”
The relationship will enable the four Adara properties to keep their local identity as an Ascend Hotel Collection member, whilst utilising Choice’s global reservations and distribution systems and property management system.
The Adara properties will also receive extensive support Choice Hotels’ sales and marketing team, and be able to reach new guests through Choice Hotels’ loyalty programme, Choice Privileges, which has more than 25 million members globally.