Choice Hotels has added Liberté 33 in Poznań to its Ascend Collection, marking Choice Hotels’ arrival in one of Poland's most vibrant cultural and commercial destinations.

• Opening reinforces Choice Hotels franchise growth strategy in EMEA, showcasing how independent hotels can retain their unique identity while benefiting from Choice Hotels' global distribution, award-winning loyalty programme, technology and commercial expertise
• Addition of Liberté 33 marks Choice Hotels Internationals’ entry into one of Poland's most vibrant business and cultural destinations
• Highlights the strength of Choice Hotels franchise proposition and growing demand for flexible, owner-focused franchise solutions that support long-term business growth 

Strengthening Choice Hotels EMEA's relationship with Hotellabs, the opening is focused on bringing distinctive independent hotels into the Ascend Collection brand while preserving the unique identity and character that define each property.

Situated in the heart of Poznań, Liberté 33 combines boutique style with modern comfort across a beautifully restored historic villa and a contemporary annex. Reflecting the ethos of the Ascend Collection, the hotel celebrates the individuality of its destination, offering guests an authentic stay inspired by local culture and heritage.

Ideally positioned close to Poznań's historic Old Town, cultural attractions, business district and transport links, the hotel is designed to appeal to both leisure and business travellers. Liberté 33 features flexible conference and event facilities for meetings, training sessions and private celebrations, complemented by the L33 Bistro & Bar, a fitness centre and wellness facilities. 

David Beers, Chief Executive Officer, Choice Hotels EMEA, said: "It's great to welcome Liberté 33 to the Ascend Collection. The hotel embodies everything the brand stands for in distinctive, independently spirited hotels that celebrate their local identity while offering guests authentic experiences, backed by the strength and reach of the Choice Hotels network.

“Through the Ascend Collection brand, owners can preserve the individuality that makes their properties unique while benefiting from our global distribution, award-winning Choice Privileges loyalty programme, innovative technology and commercial expertise. It's a compelling proposition that helps independent hotels grow their business without compromising their character.

"Our continued expansion across EMEA is a testament to the strength of our franchise proposition and the confidence owners place in Choice Hotels EMEA. Our collaboration with Hotellabs reflects a shared vision for sustainable growth, and we're excited to build on this as we explore further opportunities together. Across Europe, we're seeing strong demand from owners looking for a flexible franchise model that helps them grow their business while maintaining the unique identity that sets their properties apart."

The opening further supports Choice Hotels EMEA's strategy of expanding the Ascend Collection brand through high-quality independent hotels in sought-after destinations across EMEA with owners seeking the scale, technology and commercial support of one of the world's leading hotel companies.