Cambria suites brand cites success in 2007: a new generation of hotels.

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Since ince the initial launch of the Cambria Suites brand concept in 2005 through our first four hotel openings this year, we have recognized that the lodging industry is in the midst of a major transformation. Our consumers are evolving and to stay competitive m the market our hotel brands must also evolve. Cambria Suites is our answer to the new consumer Generation X.

For decades, the hotel industry has been dominated by Baby Boomers, whose sensibilities are traditional by today's standards. Most Baby Boomers were content with a decent night's sleep at an affordable rate. Today, however, Generation X is the dominant demographic group among travelers, and it has its own set of preferences. The average room rate paid by Generation X travelers exceeded that paid by Baby Boomers for the first time ever in 2005. Generation Xers are taking over the positions that establish corporate travel policies. They are now the heads of households who make family vacation decisions, they are frequent flyers, they are road warriors, and their expectations of hotels are quite different from those of their parents. Members of Generation X--60 million residents of the United States between the ages of 27 and 42--are in the market for an overall experience when they travel. They value comfort and style. They tend to be more social, less impressed by formality, more difficult to reach through traditional marketing vehicles, and more aware of the marketing that is targeted toward them.

Brand Development and Growth

Due in large part to our research and understanding of the new consumer, the momentum behind the development and growth of the Cambria Suites brand is outstanding. In 2007, the first of our all-suite hotels opened in Boise, Appleton, Green Bay and Minneapolis--Mall of America. Savannah Airport and Akron/Canton Airport are opening soon. We are also moving into major metropolitan areas with franchise agreements in markets like Brooklyn, Atlanta, Chicago, Houston, Los Angeles, and Toronto. To date, Choice has signed more than 65 franchise agreements in 27 states and Canada.

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The way we market to the new consumer is changing. Tradition The way we market to the new consumer is changing. Traditional media are taking a back seat to innovative viral, social, and user-generated media. We are continually launching new, cutting-edge viral marketing efforts to get the word out to our new consumers

Cambria received Lodging Hospitality's Leadership Award in the marketing category and Hospitality Sales and Marketing Association International's Adrian Award for the mobile, 13' x 30', king-sized Cambria pop-up suite that is an exact replica of what business travelers and leisure guests will experience when they check in to a Cambria Suites hotel. The suite has made appearances at industry events, airports across the country, and at Mall of America. Joining the traveling suite, virtual-reality goggles allow us to take the experience of being at a Cambria Suites hotel to the guest--wherever they may be.

Make a Match

Many professionals no longer work 9 a.m. to 5 p.m. A workday on the road may start early and end late, with personal time scattered throughout. Thus, these professionals are likely to do a good deal of their work at the hotel during off hours. The Cambria Suites brand meets that need by making it easy to access the Internet from anywhere on the property. The guest suites are also designed to allow travelers to spend time on the phone or check e-mails in comfort with ergonomic chairs and moveable desks.

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Generation Xers tend to have more discerning palates than do Baby Boomers. Some want organic food, others crave decadent meals and desserts, and many enjoy premium beverages. And, of course, gourmet coffee and premium alcohol have become the norm. Cambria Suites' food and beverage offerings align with these preferences to offer travelers everything they want without having to leave the hotel.

When Baby Boomers say "Let's meet at 7 for dinner," they mean exactly that. They'll sit down and eat at 7 p.m. When Generation Xers say "Let's meet at 7 for dinner," they mean," Let's have a drink (or two) at 7 and chat about what we want to eat." With that in mind, the Cambria Suites lobby is not just a pass-through area, but rather an upscale and comfortable gathering spot with club lounge seating, a media wall, a full bar, and wireless Internet access.

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The right amenities also matter. Generation X travelers, for instance, appreciate a real gym and spa, not just a converted linen closet outfitted with an exercise bike. Additionally, our flat-panel TVs and plush bedding are also appreciated by guests.

One thing is clear: Generation X has become the dominant demographic in the lodging industry, and its members are looking for a place to stay. In part, the success of the Cambria Suites brand in 2007 can be attributed to understanding the new consumer and producing a product and marketing campaigns with them in mind. This is just the beginning!

Special thanks to the Heather Soule for help with this article.

About Choice Hotels

Choice Hotels International franchises more than 5,500 hotels, representing more than 450,000 rooms, in the United States and 37 countries and territories. As of September 30, 2007, 872 hotels were under development in the United States, representing 68,853 rooms, and an additional 82 hotels, representing 7,970 rooms, were under development in more than 20 countries and territories. The company's Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge, and Rodeway Inn brands serve guests worldwide.

Additional corporate information may be found on Choice Hotels' Internet site, which may be accessed at www.choicehotels.com.

William Edmundson is president of the Cambria Suites brand for Choice Hotels International, Inc. (NYSE: CHH), one of the world's largest hotel franchisors. In this position, he is responsible for managing the brand's strategic direction, including design and architecture, marketing, sales, operations, quality assurance, and revenue maximization. Cambria Suites is the new, select-service, upscale brand launched by Choice Hotels in January 2005.

Since joining Choice in September 2005, Mr. Edmundson has generated a great deal of momentum behind the company's newest brand by establishing a strong brand team and directing the brand marketing strategies to utilize innovative methods to help increase awareness, excitement, and credibility.

His efforts to date include the establishment of a cross-functional brand team and the Cambria Pledge 100% unconditional guest satisfaction guarantee, as well as helping conceive of and develop a pop-up suite that earned Cambria Suites the Lodging Hospitality Chain Leadership Award for marketing.

In April 2007, Mr. Edmundson successfully opened the first Cambria Suites hotel in partnership with The Summit Group in Boise, Idaho.

Prior to joining Choice, Mr. Edmundson held various management positions during his 18-year tenure with Hilton Hotels, most recently serving as vice president of brand performance & support for the Hampton brand, where he led one of the industry's largest hotel performance support teams in the development and implementation of Hampton brand strategies.

During his tenure with Hampton, Mr. Edmundson launched the brand's international properties and was integral in the "Make It Hampton" strategic team and roll out to more than 1,300 hotels.

During his career, he has served in management positions for the Embassy Suites, Holiday Inn, Homewood Suites, and Hampton Inn brands and was selected as one of the Top 40 Business People under 40 by Memphis Business Journal in 2003.

A graduate of Southern Methodist University, Mr. Edmundson grew up working in his family's hotel business in Houston, Texas.