Choice Hotels embarked on a journey to upscale territory with its Cambria brand, which initially faced hurdles due to its all-suite design.
The brand’s evolution highlights significant trends in the hotel sector, showcasing how strategic alterations can lead to success and expansion.
The Cambria brand was introduced by Choice Hotels in 2005 with an aim to penetrate the upscale market. Its initial all-suites design, however, didn’t meet market expectations. Primarily targeting affluent young urbanites, the brand found it challenging as developers preferred more traditional room mixes, especially in major cities where space constraints are prevalent.
In 2014, Cambria underwent a strategic redesign to resonate better with its guests. The brand embraced diverse room types and infused local influences into its design, especially in lobbies, which now focused more on bars and indie music rather than mainstream aesthetics.
Guest rooms received enhanced amenities like larger vanities and additional power outlets, reflecting the brand’s commitment to balancing guest satisfaction with operational efficiency.
Developers identified financing as a hurdle for new Cambria constructions, leading to a shift in strategy.
Choice Hotels introduced a conversion model, allowing developers to rebrand existing hotels under Cambria. Such flexibility, supported by over $400 million in financing between 2017 and 2021, enabled the brand’s expansion.
A testament to this model’s success is the transformation of a landmark office building in Dallas into a Cambria hotel, emphasizing the brand’s adaptive strategy.
After establishing a foothold in major urban centers, Cambria targeted secondary and leisure markets. This expansion required design changes to maintain cost-effectiveness, as these markets do not command the same room rates as prime locations.
Adjustments included reducing kitchen sizes and simplifying menus, aligning with the different consumption habits in these areas. Cambria’s revenue per available room began rivaling established competitors like Courtyard by Marriott and Hilton Garden Inn.
Choice Hotels focused on prioritising amenities that matter most to upscale customers without overextending on less critical offerings.
The emphasis was on bathroom experiences, a crucial factor for guest satisfaction, while maintaining a balance between providing upscale experiences and controlling costs.
According to a Choice Hotels executive, the goal is to deliver premium aspects where necessary, avoiding unnecessary costs that do not enhance guest experience.
Looking forward, Choice Hotels is strategically positioning Cambria in emerging districts, showcasing the brand’s ability to identify and capitalise on market trends.
Developers are opting for Cambria in burgeoning areas like Denver’s RiNo art district and Lake Placid, demonstrating confidence in the brand’s evolving strategy.
Cambria’s journey from an initial misstep to a thriving upscale brand underscores the importance of adaptability and strategic innovation in hotel development.
By aligning design with market demands and offering flexible development options, Choice Hotels has successfully repositioned Cambria as a competitive player in the upscale segment.
The evolution of Cambria highlights the critical role of strategic innovation in responding to market needs.
Through clever adaptations and targeted developments, Choice Hotels has successfully embedded Cambria within the competitive landscape of upscale hospitality.