Hotel & Motel Management - December 27, 2007 - (Page 56) LIMITED SERVICE F REED » BY JASON EQ.EDITOR ASSOCI AT New brands aim to differentiate This Cambria Suites property in Appleton, Wis., opened in September. The first four Cambria Suites opened in 2007. Experience value, service and dedication that puts our opportunity in a class by itself. ® ® s hotel companies took advantage of the industry’s continued strong performance in 2007 by launching even more new brands, executives focused on differentiating their new launches in a crowded market. Companies are continuing to focus on the boutique segment, where individualizing a property is easiest, and many targeted their marketing efforts on attracting a certain niche traveler. Also, many companies that announced new brand launches in recent years saw 2007 as a key year, taking ideas from pencil and paper and actually breaking ground and opening the doors to new properties. Choice Hotels International opened its first Cambria Suites property in April in Boise, Idaho, and three other Cambria Suites have opened since. William Edmundson, v.p. of brand management and strategy for Cambria Suites, said he knew when the brand was launched that the industry as a whole was targeting a new generaEdmundson tion of travelers. CHOICE HOTELS “The hotel boxes really don’t fit their lifestyle,” he said of Generation X, the target market for Cambria Suites. “This crowd was demanding a different option. They want the technology, wired and wireless, especially for the Internet. But we wanted the parents to like it, too.” Edmundson said his team also focused on fitness centers and more upscale dining options. A This is not an offer. An offer can only be made through an offering circular. America’s Best Franchising, Inc. 50 Glenlake Parkway NE. Atlanta, GA. 30328 56 See Differentiate | page 64 HOTEL & MOTEL MANAGEMENT | THE ADVISOR CHOICE HOTELS http://www.americasbestfranchising.com http://www.americasbestfranchising.com
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