Renamed Cambria Hotels & Suite, the brand of the group Choice Hotels International shows a new concept that is better adapted to urban markets.
Choice Hotels International adapts its brand Cambria to urban markets and new expectations of business travelers. Renamed Cambria Hotels & Suites, the chain makes its concept evolve and presents a new visual identity.
Design lies at the heart of Cambria's transformation, with the realization of a new prototype for hotels that should be finalized in December 2014. The primary changes concern the lobby, where the bar will become more important than the reception desk, and rooms, with furniture that is better adapted and a bigger restroom area.
"The biggest growth potential for the brand lies in urban markets. Installing an all-suites product in the vertical buildings of Manhattan or Chicago is difficult and this new prototype will allow more flexibility," explained Michael Murphy, senior vice-president of Choice's upscale brands.
To better redefine its brand concept, Choice Hotels International did research with business and leisure travelers, in particular by putting the accent on the Y generation. The characteristics of the new identity will be revealed in greater detail in June, both in terms of the services it will offer and as far as concerns the brand's design.
Design lies at the heart of Cambria's transformation, with the realization of a new prototype for hotels that should be finalized in December 2014. The primary changes concern the lobby, where the bar will become more important than the reception desk, and rooms, with furniture that is better adapted and a bigger restroom area.
"The biggest growth potential for the brand lies in urban markets. Installing an all-suites product in the vertical buildings of Manhattan or Chicago is difficult and this new prototype will allow more flexibility," explained Michael Murphy, senior vice-president of Choice's upscale brands.
To better redefine its brand concept, Choice Hotels International did research with business and leisure travelers, in particular by putting the accent on the Y generation. The characteristics of the new identity will be revealed in greater detail in June, both in terms of the services it will offer and as far as concerns the brand's design.
