Choice Hotels Asia-Pac is accelerating franchisee-led growth, with established owner-operators expanding their portfolios under the Choice Hotels International banner through the addition of two upscale Ascend Collection properties in regional New South Wales and South Australia.
These signings highlight the confidence experienced franchisees have in the Choice Hotels platform, alongside a strategic shift toward high‑end, service‑driven accommodation for leisure and corporate travellers in key regional Australian hubs.
In Tamworth, respected local operators Jye Segboer and Arnold Soriano, owners of the award-winning CH Boutique Hotel & Apartments, have expanded their footprint by acquiring and transforming the neighbouring Plumes Bed and Breakfast.
In Port Pirie, experienced owner Sunil Kumar Singh has doubled his local hotel presence, operating both Comfort Inn Flinders on Main and now The Ellen Hotel, an Ascend Collection Hotel, alongside Comfort Inn Bathurst across the border in New South Wales.
“Franchisee-led growth remains a cornerstone of the company’s development strategy,” said CEO of Choice Hotels Asia-Pac, Trent Fraser. “Seeing existing franchisees reinvest and grow with Choice Hotels speaks to the strength of our franchise network and the confidence owners place in our brands and support platform. Both Plumes by CH Boutique and The Ellen Hotel deliver the distinctive character and elevated guest experience that define the Ascend Collection, while responding to growing demand for premium accommodation in regional markets.”
Located within Tamworth’s vibrant entertainment precinct, Plumes by CH Boutique has undergone a comprehensive $5 million transformation ahead of its opening. The property has been stripped back and rebuilt as an exclusive gated retreat featuring 11 boutique suites, with a strong focus on quality, design and personalised service.
Central Hospitality Group CEO Jye Segboer said the project was about creating something genuinely new for the region. “We took a local-first approach to both design and delivery, working with regional suppliers and craftspeople to create a refined and considered guest experience. Plumes fills a gap in the Tamworth market for guests seeking high-end accommodation with exceptional service, and expanding with Choice Hotels was a natural next step given the relationship we’ve built and the strength of its national and global distribution.”
In South Australia’s historic seaport of Port Pirie, The Ellen Hotel is entering a new chapter as a premium destination for leisure and corporate travellers, as well as locals, following a strategic refresh led by owners Sunil Kumar Singh and Swati Mittal.
The 19-room waterfront property is undergoing upgrades designed to enhance guest comfort, elevate its overall aesthetic, and reinforce its premium positioning under the Ascend Collection brand.
“Aligning with Choice Hotels and the Ascend Collection provides a strong platform for long‑term growth”, said Mr Singh. “The Ascend Collection delivers greater brand visibility, credibility and access to a broader customer base, while allowing us to retain the individuality of the property. With clear growth ambitions for the years ahead, this represents an important milestone in our journey with Choice Hotels.”
Together, these two Ascend Collection signings underscore Choice Hotels Asia‑Pac’s commitment to supporting long‑term franchisee growth, providing the brands, systems and support needed for owners to scale confidently while retaining the individuality of their properties.
As established operators continue to expand their portfolios under the Choice Hotels banner, Plumes by CH Boutique and The Ellen Hotel demonstrate how franchisees can evolve their offering, access new customer segments and grow with Choice Hotels across Australia’s key regional markets.
