HotelsMag July-August 2018 | Page 37

Standing out in the crowded field of brands designed for business travelers is not the easiest proposition . The cookie-cutter strategy works for those who find comfort in consistency . But a growing number of so-called “ woke ” travelers prefer a hotel that won ’ t let them forget where they are . For the latter , an upscale brand like Cambria Hotels beckons .
Cambria , a small but fast-rising member of Choice Hotels ’ portfolio , is betting that a design relying on efficiency and approachable indulgence — and seasoned with a dash of local flavor — will appeal to this type of guest .
“ We call them ‘ engagers ,’” says Janis Cannon , senior vice president of upscale brands at Choice . “ They are always on , trying to squeeze everything out of the moment . They ’ re looking for a hotel partner that gets them , helps them improve their efficiency and makes things easy , so they can get back some time and use it to do things that are important to them .”
SETTING THE TONE Cambria has three universal design features : the arrival experience , the spa-like guest bathroom and F & B .
The typical Cambria guest is in town for business , with little time to spare for exploring . When they arrive at the hotel , key features such as check-in , the elevator , F & B and a space for socializing are immediately clear . The public areas also are prime territory for creating a sense of place . So design touches — a neon “ The Big Easy ” sign by the elevators in the New Orleans Cambria , or a wall of cowboy boots and a live music stage at the Nashville hotel — provide memorable cues . They also have inspired many a social media snapshot .
“ We aren ’ t intentionally building Instagram moments into hotels ,” Cannon says , “ but that ’ s happening organically because of the design sensibility .”
The bathroom is arguably the star of the guest accommodations . Outfitted in stone and other natural materials in shades of white and gray , the sink is offset , leaving more counter space for toiletries . The bathroom also incorporates the brand ’ s most buzzed-about amenity : a Bluetoothenabled vanity mirror that allows guests to listen to their own music while bathing or getting ready – another way to maximize every moment .
“ We thought about what the guest would want ,” says James Haggerty , Choice ’ s project director , architecture and interior design . “ And we didn ’ t need to be like a Las Vegas casino hotel with a TV in the mirror . It ’ s just a little unexpected delight .”
In the guestroom , functional furnishings dominate . “ We ’ ve forced the owners to push the envelope with upscale materials , making sure they put the money where the most impact is ,” Haggerty says . Instead of specifying dressers unlikely to serve much purpose , the budget goes into higher-end casegoods with built-in drawers , better TVs and upgraded carpeting . Beds sit on platforms with built-in power and lighting . Wallcoverings inject local character . And lighting
Cambria ’ s design focuses on a sense of place — in this case , a lounge in Nashville that features live music and a boot-themed display .
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