Choice Hotels Signs With Brar Hotels Group for Development of Spokane’s First Cambria Hotel

USA, Rockville, Maryland. September 11, 2019

Choice Hotels International, Inc. (NYSE: CHH) has signed an agreement with Brar Hotels Group, LLC for the development of a Cambria hotel in Spokane, Wash.— fueling the company's westward expansion strategy and marking the brand's first location in the city. The four-story, 91-room upscale hotel is slated to open in 2020.

Just minutes from the downtown central business district and the Spokane International Airport at 4611 S Dowdy Rd., the Cambria hotel will offer convenient access to several of the region's largest employers, including Fairchild Air Force Base, Providence Sacred Heart Medical Center and Children's Hospital, Gonzaga University, and Avista, an energy company. The hotel's location is also convenient to the Northwest Museum of Arts and Culture, local wineries, and the Spokane Valley, a popular destination for outdoor activities along the Spokane River.

"As the largest city in the region, Spokane is the cultural and economic center for the Inland Northwest—making it the ideal market to welcome the Cambria brand," said Mark Shalala, vice president, franchise development, upscale brands, Choice Hotels. "Adding a location like Spokane will further the Cambria brand's commitment to expanding in key markets where modern travelers need to be and where developers want to build."

Cambria hotels are designed for today's time-starved travelers looking for moments to connect to people and places through modern conveniences. The Cambria hotel in Spokane will feature the following upscale amenities:

Immersive, spa-style bathrooms with Bluetooth mirrors

Contemporary and sophisticated guestrooms, complete with modern fixtures, abundant lighting, and plush bedding

Onsite dining featuring freshly made food, local craft beer on tap, wine, specialty cocktails, and small bites

Multi-function meeting space State-of-the-art fitness center Locally inspired design

Brar Hotels Group, LLC is led by Mohinder and Paramjeet Brar.

"The Cambria brand is a perfect fit for a city like Spokane, which is thriving—not just as a growing business hub, but also as a destination for tourists looking to experience the Evergreen State," said Mohinder Brar, owner/developer, Brar Hotels Group. "Choice is an excellent brand and we're pleased to join forces with them to bring this Cambia project to life in our hometown."

There are currently more than 40 Cambria hotels open across the U.S. in popular cities, like Chicago; Dallas; Los Angeles; Nashville, Tenn.; New York; New Orleans; Phoenix; and Washington D.C. The brand is on pace to break its openings record for the second-straight year and is fast approaching 50 open Cambria hotels.

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Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.