Choice Hotels International, Inc. has unveiled a new positioning and visual identity for its upscale Cambria Suites brand. The changes are expected to take place by the end of the year.
Cambria Suites spent the past year studying business and leisure travelers, with a focus on Millennials entering the workforce, to determine how the brand should evolve. The research addressed more than 140 experiential elements of the guest experience, including the arrival, the guestroom, food and beverage, and the Choice Privileges program. The result is a refined brand positioning that resonates with the target, a refreshed logo, a visual identity that reflects that position, and an evolved guest experience.
Renamed Cambria Hotels & Suites, the brand’s new design begins with a soft, rounded front desk replacing the traditionally linear version. Rooms have also been updated with larger vanity space in the bathrooms and new furniture.
