Cambria Suites by Choice Hotels: Upscale All-Suites Brand Designed to Maximize ROI for Developers
Capitalizing on strong market demand for an upscale lodging product as well as its own capacity to build brand loyalty, worldwide lodging franchise giant Choice Hotels International has launched Cambria Suites, an upscale, all-suites hotel brand designed to maximize return on investment for developers.
“All roads — consumer preferences, business and leisure travel trends, the short- and long-term development landscape and our own brand portfolio — led to the launch of Cambria Suites,” said Charles A. Ledsinger, Jr., president and CEO of Choice Hotels. “The profit potential represented by this brand, in today's marketplace and with [Choice's] powerhouse support system offered by Choice Hotels, is significant. We are thrilled to welcome this upscale, all-suites product to our portfolio.”
The introduction of Cambria Suites could not be at a more opportune time for development within the upscale segment. According to Smith Travel Research, 2004 demand in the segment increased 5.2 percent, compared with a 0.5 percent increase in supply versus 2003. RevPAR forecasts for the segment show increases through 2006, and existing pipelines indicate a healthy appetite among developers for a product that fits into the upscale category.
Enter Cambria Suites. “By virtue of its design, amenities and services, Cambria Suites is uniquely positioned to deliver guests,” said Ledsinger. Each hotel will typically offer 100 to 150 units — each 25 percent larger than industry standard. All rooms will be suites, each with separate living/work room and bedroom areas. In-room amenities will include luxury bedding and linens; plasma TVs; refrigerator and microwave; movable, ergonomic desk; and high speed wireless Internet access.
The lobby will include club lounge seating and a large screen “media wall”; a lounge serving liquor, wine, beer and non-alcoholic beverages; and a coffee bar serving premium coffees. Food and beverage options will also include a paid-for hot and cold breakfast buffet and a 24-hour convenience store. Each hotel will also include an expanded fitness facility, an indoor pool and more than 1,000 square feet of meeting space. Additional business services include onsite faxing, copying and printing as well as multiple lobby power/Internet ports and high-speed wired and wireless Internet access.
The exterior design of Cambria Suites will be distinguished by rich, detailed use of brick, stone and stainless steel accents, with a dramatic, glass-walled signature tower containing the two-story lobby. The cost per key to develop Cambria Suites is estimated at $63,000, excluding land and soft costs. According to Ledsinger, Cambria Suites is designed to appeal primarily to business travelers, although the brand's amenities are well suited to leisure travel as well. “Cambria Suites satisfies the needs of traditional travelers while also catering to active, experiential travelers who appreciate the brand's contemporary styling and its functional attributes,” he says.
The launch of Cambria Suites is also a testament to “the powerful marketing and field support infrastructure represented by Choice Hotels,” Ledsinger says. “Cambria Suites benefits from the $50 million in marketing support, $1.4 billion in annual gross revenue from Choice's central reservations system, 3.4 million Choice Privileges® rewards program members, and operations expertise offered by Choice Hotels.”
- Hard construction costs …$53,000 per key
- Furniture, fixtures and equipment costs… $10,000 per key
- Hotel prototype…100 to 150 rooms
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