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Choice Focuses On Midscale, Extended-Stay Growth

Choice Hotels International is one of the world's leading lodging franchisors

Choice Focuses On Midscale, Extended-Stay Growth

Choice Hotels International, one of the world’s leading lodging franchisors, made a series of strategic measures to position itself as the challenger brand to watch in upscale and the growth leader in extended stay as a legacy leader in upper midscale and midscale.

From the grand opening of the first Everhome Suites and the 65th Cambria Hotel to the brand relaunch of Suburban Studios and the acquisition of Radisson Hotels Americas, the Choice Hotels portfolio expanded in 2022 to 22 brands and nearly 7,500 hotels in 46 countries and territories, representing nearly 630,000 rooms. Choice Hotels’ breadth of brands across several sectors gives a wide range of possibilities for developers wishing to extend their hotel portfolio.

Led by Cambria Hotels and Ascend Hotel Collection, Choice is Rapidly Expanding in Upscale Now with Eight Brands including Radisson Brands

Cambria Hotels has emerged as the go-to challenger brand for developers seeking to move upscale while maintaining the ability to build at a lower cost while providing a design-forward experience. There are now 65 Cambria Properties operating, and almost 70 hotels are in the pipeline as of the end of the third quarter.

“Cambria Hotels is hitting its stride, doubling in size as it has entered nearly 75% of top U.S. markets these past five years,” said Mark Shalala, senior vice president of upscale brands development at Choice Hotels.

In September, the firm also established its first Everhome Suites hotel in Corona, California. Over the first three quarters of 2022, the brand’s pipeline grew by 30 deals, and the brand reached an all-time high for development deals in 2022, securing a commitment with one of the nation’s largest extended-stay investors to open more than 20 new Everhome Suites in Colorado, Arizona, Utah, Nevada, and Florida. Following a roughly 60% gross operating profit in 2021, the WoodSpring Suites pipeline increased by 68% from 2021 to 2022, with 54 deals signed in the first three quarters.