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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Hotel Law: A Labor Crisis and Cyber Security

According to a recent study, the hospitality industry accounted for 2.9 trillion dollars in sales and in the U.S. alone, was responsible for 1 in 9 jobs. In an industry of that scope and dimension, legal issues touch every aspect of a hotel's operation, and legal services are required in order to conform to all prevailing laws and regulations. Though not all hotels face the same issues, there are some industry-wide subjects that are of concern more broadly. One of those matters is the issue of immigration and how it affects the ability of hotels to recruit qualified employees. The hotel industry is currently facing a labor crisis; the U.S. Labor Department estimates that there are 600,000 unfilled jobs in the industry. Part of the problem contributing to this labor shortage is the lack of H2B visas for low-skilled workers, combined with the difficulty in obtaining J-1 visas for temporary workers. Because comprehensive immigration reform is not being addressed politically, hotel managers expect things are going to get worse before they get better. Corporate cyber security is another major legal issue the industry must address. Hotels are under enormous pressure in this area given the large volume of customer financial transactions they handle daily. Recently, a federal court ruled that the Federal Trade Commission had the power to regulate corporate cyber security, so it is incumbent on hotels to establish data security programs in order to prevent data breaches. The lack of such programs could cause hotels to face legal threats from government agencies, class action lawsuits, and damage to their brand image if a data breach should occur. These are just two of the critical issues that the December issue of Hotel Business Review will examine in the area of hotel law.