Choice Hotels Expands Cambria Brand with Two New Upscale Properties in Texas and Oregon
Event summary
- Choice Hotels International opened two new Cambria Hotels in Euless, Texas (DFW Airport South) and Bend, Oregon (Mt. Bachelor) on August 10, 2026.
- The openings bring the total number of Cambria Hotels to over 75 across the U.S., with more than 50 properties in the pipeline.
- Cambria Hotel Euless features 107 rooms and suites, while Cambria Hotel Bend offers 131 rooms and suites.
- Upcoming openings are planned for Boston, Colorado Springs, Jacksonville, and Canada's first Cambria Hotel.
The big picture
Choice Hotels' expansion of the Cambria brand aligns with the growing demand for upscale, experience-driven accommodations. By targeting dynamic markets such as Texas and Oregon, the company is positioning itself to capture both business and leisure travelers. The strategic openings reflect a broader industry trend toward localized, design-forward hospitality experiences that cater to modern traveler preferences.
What we're watching
- Market Penetration
- How Choice Hotels will leverage these new properties to strengthen its presence in high-demand leisure and business travel markets.
- Brand Differentiation
- Whether Cambria Hotels can sustain its upscale positioning amidst increasing competition in the hospitality sector.
- Development Pace
- The pace at which Choice Hotels can convert its pipeline of over 50 properties into operational hotels, particularly in strategic markets like Canada.