Dive Brief:
- Choice Hotels International recently opened Cambria hotels in four U.S. destinations: Niagara Falls, New York; Rehoboth, Delaware; North Conway, New Hampshire; and Denver.
- The hotels add to the brand’s collection of more than 70 open Cambria hotels across the U.S. and feature amenities such as restaurants, bars and meetings and events space.
- The newly opened properties reinforce Choice Hotels’ strategic efforts to be seen as a challenger in the upscale segment, all while expanding the Cambria brand, which has grown significantly over the last several months with openings in new markets and top leisure destinations across the country.
Dive Insight:
According to Indy Adenaw, senior vice president and general manager, upscale, Choice Hotels, the Cambria hotel openings — with their “stylish yet approachable aesthetic, great amenities including a full bar, and perfectly situated location” — make “the upscale brand a go-to for travelers whether they are looking for a weekend away with friends and family, traveling for work, or both."
The 153-key Cambria Hotel Denver Downtown RiNo, which opened in May, features 1,192 square feet of meetings space with a street art-inspired exterior. The Cambria Hotel Niagara Falls opened in March and has 120 guest rooms along with 960 square feet of meetings space; it’s located near the Niagara River and Niagara Falls State Park.
Opened on June 6, Cambria North Conway in New Hampshire contains 115 guest rooms, an indoor pool and 1,550 square feet of meetings space, while the Cambria Hotel Rehoboth Beach in Delaware features 106 guest rooms, 6,400 square feet of meetings space and an outdoor pool. The property opened in May.
Choice also opened Cambria hotels in California and Nashville earlier this year.
The new properties further support Choice Hotels’ push into the upscale segment. In January, the hotel company announced that it was “redefining” five of its upscale and upper upscale brands, including Cambria, in an effort to “drive more value for owners and repeat stays from guests.”
Earlier this year, the hotel company also launched its largest marketing campaign to date, featuring the Cambria brand in an effort to change the perception around its segmentation, Choice Chief Marketing Officer Noha Abdalla told Hotel Dive in January. Plus, Choice recently launched its first-ever TikTok marketing campaign that spotlights the Comfort and Cambria brands and targets millennials and Gen Z.
