Choice Hotels Expands Cambria Brand with New Texas, Oregon Properties in Upscale Push
Choice Hotels International has opened two new Cambria upscale hotels in Euless, Texas, and near Bend, Oregon, bolstering the brand's footprint in key travel markets. This expansion forms part of Choice's wider strategy to grow its upscale portfolio, addressing a growing demand for unique lodging options in business and leisure destinations.
Cambria Adds Two Properties to Upscale Portfolio
Choice Hotels International has expanded its Cambria upscale hotel brand with the opening of two new properties: the Cambria Hotel Euless – DFW Airport South in Texas and the Cambria Hotel Bend – Mt. Bachelor in Oregon. The company announced these additions on Monday, 10 August 2026, stating they enhance Cambria's footprint in significant leisure and business travel markets.
This move aligns with Choice's broader objective to enlarge its upscale offerings, responding to what it describes as increasing demand for distinctive accommodation that caters to specific activities and interests.
Mark Shalala, senior vice president of development for upscale brands at Choice, noted that these hotels demonstrate the company's focus on strategic destinations that solidify Cambria's market presence.
Texas Property Targets Business and Entertainment Travellers
The Cambria Hotel Euless – DFW Airport South, located minutes from Dallas Fort Worth International Airport, provides 107 guest rooms and suites. Choice Hotels described the property as offering a design-forward stay within one of the United States' busiest transportation hubs.
Its location places guests near major attractions such as AT&T Stadium in Arlington, Texas, alongside various entertainment, dining, and business centres across North Texas. The hotel also features an on-site restaurant and bar, complemented by modern meeting facilities designed to serve both corporate and leisure guests visiting the region.
This property aims to cater to both the transient airport market and those visiting for specific events or business engagements in the wider Dallas-Fort Worth area.
Oregon Hotel Caters to Outdoor and Craft Beer Enthusiasts
Conversely, the Cambria Hotel Bend – Mt. Bachelor, a 131-key establishment, offers guests proximity to a significant outdoor destination in the Pacific Northwest. Choice Hotels highlighted the hotel's connection to the region's prominent outdoor activities and its celebrated craft beer culture.
The property includes an on-site restaurant and bar, alongside an outdoor gathering space equipped with a fire pit and cornhole, fostering a social atmosphere. This location is designed to attract travellers seeking outdoor recreation, such as skiing, hiking, and water sports, while also providing access to Bend's renowned culinary and brewing scene.
The hotel's amenities and setting are tailored to complement the active lifestyle often associated with the Oregon destination.
Choice Hotels' Broader Upscale Expansion
These new Cambria hotels contribute to the ongoing growth of Choice Hotels' overall upscale portfolio. The company has concentrated on expanding its upscale offerings over recent years to meet evolving traveller preferences. Beyond Cambria, Choice's upscale brands include the Ascend Collection, Radisson, Radisson Blu, and Radisson Individuals.
Currently, this portfolio comprises more than 75 open hotels across the United States, with an additional 50-plus hotels in the development pipeline. Last year, 2025, Choice opened Cambria properties in Templeton, California; Tampa, Florida; Plymouth, Massachusetts; and Portland, Oregon.
The company also recently expanded its Ascend Collection and implemented brand enhancements across its Radisson flags, demonstrating a sustained investment in the upscale segment.
Outlook: More Upscale Options for Travellers
The addition of these Cambria hotels shows Choice Hotels' commitment to expanding its upscale presence in key domestic markets. For travellers, this means more accommodation options for those seeking specific amenities and a higher service level in the Dallas-Fort Worth area and Bend, Oregon.
The focus on locations where business, leisure, and lifestyle travel converge suggests these new properties aim to serve a diverse clientele. Choice Hotels plans to open further upscale hotels in Boston; Colorado Springs, Colorado; Jacksonville, Florida; and Canada, indicating continued growth in this segment.
Industry observers will watch how these new properties perform and how Choice's expanded upscale footprint influences market competition and traveller choices in these regions over the coming year.
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