Choice repositions upscale brand

Monday, 27 May, 2014 0

Choice Hotels has changed the name of its upscale brand Cambria Suites to Cambria Hotels & Suites as part of a re-positioning.

Aimed at business travellers and ‘Millennials’, the brand will now offer hotel rooms as well as suites, which will greet guests with soft music, updated furniture and larger vanity space in the bathrooms.

The changes come after a year-lond study of business and leisure travellers, with a focus on Millennials entering the workforce, to determine how the lifestyle brand should innovate and evolve to best meet their needs.

"The result is a refined brand positioning that resonates with the target audience, a refreshed logo and visual identity that reflects that position, and an evolved guest experience designed to distinguish the brand from its competition," said the group.

"Lobby areas will be large and open focusing on a central bar area, and providing a range of seating options for both business and leisure time, plus a soft, rounded front desk instead of a traditionally linear front desk."

Cambria Hotels & Suites are all new-construction properties and are currently only in the US.

The are currently 20 properties with another seven under construction.

The most recent addition was in Washington, D.C. and a further property in White Plains, New York is slated to open this summer.

By the end of 2014, Choice plans to have at least 23 Cambria Hotels & Suites open and another 30 under construction.~

Bev

Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.

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