Cambria Suites is a new lower-upscale, select-service, all-suites product introduced by Choice Hotels in 2006. Laurel Group helped define the product by guiding management brainstorming sessions, evaluating consumer research, performing competitive evaluations and analyzing travel trends. The product targets business and leisure travelers who want a larger room, home-like amenities and stylish comfort at a reasonable rate. Working with our naming partner, Lexicon, the name Cambria was created to suggest a comfortable, inviting location. Our identity is an imaginative sketch of interlocking circles subtly suggesting the letters “C” and “S”, the sun’s reflection on water and a visual metaphor for “winding down”. Cambria Suites The bright lime, light blue and orange colors inside the irregular drawing contrast with the gray/blue background to support the active and contemporary public spaces. We also named and branded three added-value venues within the hotel: “Reflect” hotel lounge with barista bar; “Refresh” fitness center with an indoor pool and hot tub; and “Refill”, a 24/7 convenience store that stocks freshly prepared “grab ‘n’ go” items and traditional convenience store fare.
 
hospitality The largest of Choice Hotels’ brands, Comfort Inn was established in 1981 and has grown to become one of the most recognized hotel brands around the world. Working with a team of executives and franchisees, Laurel Group helped develop criteria for service, quality and consistency to maintain their leader-ship in the midscale market. Four years of studying the existing logo showed guest perceptions of key qualities declining as the old image remained in place. Clearly, as operational enhancements were implemented, the brand identity needed to evolve to reflect product improvements. Laurel Group created an evolutionary identity that updated their well-known sunburst motif (94% recognition by midscale travelers) while upgrading the type and color palette. In the words of President and CEO Charles A. Ledsinger, Jr., “This new image creates an impression of the brand to which it is far better suited and better conveys the brand’s consistency, quality and service attributes to travelers.” Comfort Inn 1981 Quality Inn The most recognized brand in the mid-priced hotel industry, the aging Quality Inn was loosing market share to newer entries in the category despite the recent introduction of a free hot breakfast at most properties. Laurel Group was asked to lead a team of executives, franchisees and outside specialists to evaluate the image and strengthen the brand’s appeal to guests, owners, and potential franchisees. As the oldest brand in the Choice Hotels International portfolio, Quality Inns carried the flagship sun-on-black identity from which four other brands had borrowed visual equity. In time the common look caused confusion with guests and held room rates to the lowest common value. Consumer research shows the new image nearly doubles the perception of the property being clean, inviting and comfortable. Intent-to-stay measures jump from a former 41% to a new 75%. Within a year of introduction of the new identity, Quality Inn became Choice Hotels fastest growing franchise. 1970 Sleep Inn Sleep Inn is a mid-scale hotel chain for the budget conscious business traveler with all new properties, practical amenities, and a reasonable rate. The brand was not meeting its growth potential and Choice Hotels International engaged Laurel Group to identify a solution. Research indicated the brand was confused with its popular sister brand, Comfort Inn and we repositioned the brand with its own identity created to appeal to business guests. Post design research, comparing the new and old identities, showed the new image was perceived to reflect a property that was twice as clean, twice as comfortable, twice as inviting and three times more likely to appeal to a business guest. Two and a half times more respondents said they were likely to stay at a Sleep Inn. For properties with the new signs installed, performance lept ahead of industry averages for occupancy, revenue per available room, and average daily rate. 1988
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