Choice Hotels Cambria Suites Announces Innovative Brand Positioning, Identity
and Guest Experience
Brand Evolves to Focus on Business Travelers and Millennials
LAS VEGAS, May 15, 2014
LAS VEGAS, May 15, 2014 /PRNewswire/ --Choice Hotels International, Inc.
(NYSE: CHH), one of the world's largest hotel companies, unveiled a new
positioning, visual identity and elements of its evolved guest experience for
its upscale Cambria Suites brand at the company's annual convention in Las
Vegas, Nevada. Guests will immediately see the changes to the visual identity
in all new properties, and an evolved guest experience in existing hotels by
the end of the year.
CAMBRIA hotels & suites NEW logo
Announcing the news, Senior Vice President of Upscale Brands, Michael Murphy
said this is an exciting time for Cambria Hotels & Suites. "Our brand is
looking to the future and addressing the needs and desires of the Cambria
guest of tomorrow. This will involve some changes but, as a young brand, we
have an incredible opportunity to purposefully design a hotel experience that
will leave a lasting impression and enhance brand loyalty."
Cambria Suites spent the last year studying business and leisure travelers,
with a focus on Millennials entering the workforce, to determine how the brand
should innovate and evolve to best meet their needs. The research addressed
more than 140 experiential elements of the guest experience, including the
arrival experience, the guest room, food and beverage and the Choice
Privileges program. The result is a refined brand positioning that resonates
with the target, a refreshed logo and visual identity that reflects that
position, and an evolved guest experience designed to distinguish the brand
from its competition.
The new visual identity is the most noticeable change to the brand today. "In
our research, guests told us loud and clear that they want choices and options
at every point in their interaction with a hotel brand. As a result, we are
changing the brand's name to Cambria Hotels & Suites and will provide guests
with the option of choosing a stunning standard hotel room that feels like an
upgrade or an actual suite," said Murphy. "We've changed our logo and color
palette to reflect the new brand tonality – warm, approachable, flexible and
uncomplicated. At Cambria, everybody is somebody."
"The upscale hotel segment has become very crowded," said Murphy. "Rather than
become lost in a sea of similar choices, Cambria Hotels & Suites will make the
necessary changes to create a distinct position in the minds of our target
customers through visual identity, differentiated customer service, and
The new Cambria Hotels & Suites is about creating experiences.
The new Cambria Hotels & Suites will provide a high-quality, memorable
experience from the moment guests arrive. Guests will be greeted by soft music
as they enter the large, open lobby and notice a soft, rounded front desk
instead of a traditionally linear front desk. This new design is inviting and
captures the openness of the room, while still maintaining the traditional,
and expected, presence of a front desk. Guests will immediately feel welcome
and at home while they complete the check-in process.
In their rooms, guests will still enjoy a spacious layout with added
technology benefits that meet their needs, but they will also benefit from
noticeably larger vanity space in the bathrooms and relax on updated
The new guest room experience is exceptional, but Cambria guests are also
encouraged to enjoy all the open, social spaces and experience a high level of
guest engagement throughout their stay.
The bar has now become the focal point of the lobby, inviting guests to hang
out and actively partake in the Cambria experience. As always, the bar and
restaurant will continue to provide great service with comfortable and
interesting places to sit, drink and dine.
Cambria guests want to enjoy immediate benefits and again, at Cambria,
everybody is somebody. If guests are members of the Choice Privileges
program, they will have the option of saving their newly acquired points for a
free night, or they can immediately redeem them at the bar for a local craft
beer or hand-crafted cocktail. The choice and the experience will be entirely
up to them.
The brand seeks to capitalize on recent growth.
"The popularity and growth of this brand is undeniable," said Murphy. "We
currently have 20 properties open and another 7 under construction. Our
Washington, D.C. property opened on May 8th and a property in White Plains, NY
is slated for this summer. For 2014, our goal is to have at least 23 Cambria
Hotels & Suites open and another 30 under construction.
With the added momentum, it is important for Choice Hotels and the Cambria
brand to continue to capitalize on new opportunities in targeted and strategic
markets. To ensure continued success and growth, Cambria has announced the
addition of four Directors of Real Estate and Land Acquisition to the Sales
team. These new team members will be tasked with determining future locations
for Cambria Hotels & Suites and expanding the opportunity to provide quality,
memorable experiences to travelers.
About Cambria Hotels & Suites
Cambria Hotels & Suites offers contemporary, upscale accommodations at
affordable prices. Designed as a lifestyle hotel brand, Cambria Hotels &
Suites offers more than just a place to sleep at night. It features a larger
lobby to give guests a more social atmosphere, all-suite rooms that are larger
than standard hotel rooms and include a separate living, working and sleeping
space, providing business and leisure travelers a haven to relax, socialize
and network. There are currently 20 properties open across the country and
nearly 30 under development. For more information visit www.cambriasuites.com
About Choice Hotels
Choice Hotels International, Inc. franchises more than 6,300 hotels,
representing more than 500,000 rooms, in the United States and more than 35
other countries and territories. As of December 31, 2013, 422 hotels,
representing more than 31,000 rooms, were under construction, awaiting
conversion or approved for development in the United States. Additionally, 81
hotels, representing approximately 7,200 rooms, were under construction,
awaiting conversion or approved for development in more than 15 other
countries and territories. The company's Comfort Inn, Comfort Suites,
Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban
Extended Stay Hotel, Econo Lodge and Rodeway Inn brands, as well as its Ascend
Hotel Collection membership program, serve guests worldwide. All hotels are
independently owned and operated.
Choice Hotels International offers the Choice Privileges® rewards program.
With more than 19 million members worldwide, is one of the fastest growing
hotel loyalty programs in the travel industry.
Additional corporate information can be found on the Choice Hotels
International, Inc. web site, which may be accessed at www.choicehotels.com.
Choice Hotels, Choice Hotels International, Choice Privileges, Comfort Inn,
Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites,
Suburban Extended Stay Hotel, Econo Lodge, Rodeway Inn, and Ascend Hotel
Collection are proprietary trademarks and service marks of Choice Hotels
© 2014 Choice Hotels International, Inc. All rights reserved.
SOURCE Choice Hotels International, Inc.
Contact: Scott Carman, Choice Hotels: 301-592-6361,
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