Last Updated on July 5, 2026 by Daniel Globe
Cambria Hotels, a brand under the Choice Hotels International umbrella, has carved out a distinct niche in the upscale hospitality market. Designed for both business and leisure travelers, Cambria pairs modern design with practical amenities, and its growth story — including an early stumble and a well-documented turnaround — offers a useful case study in how hotel brands evolve.
Quick Answer
Cambria Hotels is owned and franchised by Choice Hotels International, Inc. (NYSE: CHH). Choice Hotels launched the brand in 2005 as an upscale, limited-service chain; it does not own individual properties directly, but franchises the Cambria name to independent hotel owners and operators.
Key Takeaways
- Cambria Hotels is a modern, upscale hotel brand for business and leisure travelers, owned and franchised by Choice Hotels International.
- Choice Hotels unveiled the brand in 2005 as “Cambria Suites,” an all-suites concept, and opened its first hotel in Boise, Idaho, in April 2007.
- A 2014 redesign moved away from the all-suites format, adding varied room types and local design touches that helped accelerate growth.
- As of March 2025, there are 76 Cambria hotels operating in the U.S., with dozens more in the development pipeline.
- The brand grows through both new construction and conversions of existing buildings, a strategy that has made it easier for developers to finance new locations.
The History and Background of Cambria Hotels
Choice Hotels International unveiled the Cambria brand in 2005 — the company’s first new brand since MainStay Suites in 1996 — as an upscale, all-suites concept originally called Cambria Suites. The first Cambria Hotel opened in Boise, Idaho, in April 2007, a 199-room property chosen for its proximity to Boise Airport. Four franchised properties were open by late 2007, including locations in secondary markets like Bloomington, Minnesota (near the Mall of America), and growth continued to more than 20 properties by 2010.
The brand’s original all-suites format, however, didn’t take off the way Choice Hotels hoped. Suites roughly 25% larger than standard rooms made new-construction projects harder for developers to finance, and uptake outside major cities was slow. In 2014, Choice Hotels redesigned the brand: varied room types replaced the all-suites model, guest rooms gained more spa-inspired bathrooms and local design influences, and the brand increasingly grew through conversions of existing buildings rather than only new construction. Between 2017 and 2021 alone, Choice Hotels deployed more than $400 million in capital to support these conversions, a shift that made it considerably easier for developers to secure financing and helped the brand accelerate into emerging neighborhoods and secondary markets.
The Unique Features and Amenities of Cambria Hotels
Cambria properties emphasize comfort and functionality for both leisure and business travelers. Guest rooms typically include large work desks, ergonomic chairs, and high-speed Wi-Fi, and many locations offer flexible meeting spaces sized for corporate events or small gatherings.
Beyond the essentials, most Cambria hotels feature on-site dining with locally inspired menus, along with fitness centers equipped for guests keeping up a workout routine while traveling. Many properties also include rooftop bars or outdoor patios, and the brand employs a certified Cicerone — a trained beer expert — to help curate the craft beer selection at each location.
The Target Audience and Market for Cambria Hotels
| Target Audience | Market |
|---|---|
| Business travelers | Corporate sector |
| Leisure travelers | Tourism industry |
| Millennials | Youth and young professionals |
| Frequent travelers | Travel and hospitality industry |
Cambria targets a mix of business travelers, families, and leisure tourists looking for upscale accommodations without full luxury pricing. Business professionals are drawn to locations near corporate hubs and conference centers, aided by meeting rooms and reliable high-speed internet. Families benefit from spacious rooms and amenities like recreational facilities, while leisure travelers are increasingly drawn to the brand’s emphasis on reflecting local culture through design and dining.
In the upscale segment, Cambria competes most directly with brands like Courtyard by Marriott and Hilton Garden Inn, positioning itself with a stronger emphasis on local design and craft beverage programs.
The Expansion and Growth of Cambria Hotels
Cambria’s growth has accelerated notably since its 2014 redesign. As of March 31, 2025, there are 76 Cambria hotels operating in the United States, representing 10,344 rooms, with dozens more properties in the development pipeline in markets across the country. Growth comes through a mix of new construction and conversions of existing buildings, with the conversion strategy in particular helping the brand expand into emerging neighborhoods — such as Denver’s RiNo (River North) art district — where developers might otherwise have struggled to finance a ground-up build.
Each new hotel is designed to reflect its local surroundings while meeting the practical expectations of modern travelers, an approach the brand credits for both attracting guests and building repeat loyalty.
The Sustainability and Environmental Initiatives of Cambria Hotels
Many Cambria locations have adopted energy-efficient lighting and water-saving fixtures in guest rooms and common areas. Properties commonly participate in recycling programs and source local products for their dining options, supporting local economies while reducing the properties’ environmental footprint.
The Awards and Recognition Received by Cambria Hotels
Cambria properties have received recognition in the J.D. Power North America Hotel Guest Satisfaction Index Study, reflecting strong guest satisfaction scores relative to competing upscale brands. The brand’s design work has also drawn attention from architecture and interior-design organizations for blending functionality with local aesthetic character.
The Future Plans and Developments for Cambria Hotels
Choice Hotels continues to expand Cambria’s U.S. footprint while exploring further conversions of existing properties, building on the capital-intensive conversion strategy that reshaped the brand after 2014. Ongoing investment in property renovations, along with continued rollout of digital tools like the Choice Privileges app for booking and loyalty management, is expected to remain central to the brand’s growth as consumer preferences continue to shift toward locally distinctive, tech-enabled stays.
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Frequently Asked Questions
What is Cambria Hotels?
Cambria Hotels is an upscale hotel brand owned and franchised by Choice Hotels International, Inc. It offers modern accommodations and amenities designed for both business and leisure travelers.
Who owns Cambria Hotels?
Cambria Hotels is owned and franchised by Choice Hotels International, Inc., a publicly traded company listed on the New York Stock Exchange under the ticker symbol CHH.
How many Cambria Hotels are there?
As of March 31, 2025, there are 76 Cambria hotels operating in the United States, representing 10,344 rooms, with additional properties in various stages of development.
Where are Cambria Hotels located?
Cambria Hotels are primarily located in major urban and suburban markets across the United States, including cities such as New York City, Chicago, Los Angeles, and Denver.
What amenities do Cambria Hotels offer?
Cambria Hotels typically offer spacious guest rooms, on-site dining, fitness centers, and flexible meeting spaces. Many locations also feature rooftop bars, outdoor patios, and curated craft beer selections.
Sources
- Cambria Hotels — Wikipedia — brand founding, first location, current U.S. property count
- Choice Hotels — Wikipedia — parent company history and brand launch timeline
- Skift: Choice Hotels’ Upscale Gamble — How Cambria Found Its Footing — 2014 redesign, conversion strategy, capital deployment
- Cambria Hotels — Official Site — brand amenities and current positioning