Choice Hotels Expands Upscale Footprint with New Cambria Hotels in Texas and Oregon 2026

Choice Hotels International has expanded its upscale portfolio with the launch of two new Cambria Hotels in Texas and Oregon, targeting high-demand business corridors and premier leisure destinations.

The strategic additions—Cambria Hotel Euless – DFW Airport South and Cambria Hotel Bend – Mt. Bachelor—signal a concerted move by Choice Hotels to capture the "bleisure" market, where corporate travel and lifestyle experiences overlap. This expansion is part of a broader aggressive growth phase for the Cambria brand, which now operates over 75 hotels across the United States, with more than 50 additional properties currently in the development pipeline.

Strategic Market Entry: Texas and Oregon

The two new properties are positioned to serve distinct traveler profiles, ranging from high-frequency aviation commuters in North Texas to adventure tourists in the Pacific Northwest.

Cambria Hotel Euless – DFW Airport South (Texas) Located in the Euless area, this property provides a critical link for those utilizing the Dallas-Fort Worth International Airport. The hotel is designed for efficiency and modern utility, catering to the North Texas business economy and sporting events.

• Capacity: 107 guest rooms and suites.
• Key Amenities: On-site restaurant and bar, dedicated meeting facilities, and airport transportation services.
• Proximity: Direct access to DFW airport and regional landmarks including AT&T Stadium and the historic Grapevine district.

Cambria Hotel Bend – Mt. Bachelor (Oregon) This opening marks the brand's entry into Central Oregon, a region seeing a surge in year-round adventure tourism. The property is designed to integrate with the outdoor-centric lifestyle of the region.

• Capacity: 131 units.
• Key Amenities: On-site restaurant and bar, social fire pits, and dedicated sport zones.
• Proximity: Immediate access to the Old Mill District, Deschutes River, Hayden Homes Amphitheater, and the Mt. Bachelor ski area.

Comparative Property Data

Feature	Cambria Hotel Euless – DFW Airport South	Cambria Hotel Bend – Mt. Bachelor
Location	Euless, Texas	Bend, Oregon
Room Count	107 Rooms/Suites	131 Units
Primary Market	Corporate / Aviation / Sports	Adventure / Nature / Cultural
Key Local Draw	DFW Airport / AT&T Stadium	Mt. Bachelor / Deschutes River
Specialized Facilities	Meeting Rooms / Airport Shuttle	Fire Pits / Sport Zones

Why This Matters: Industry Analysis

From a logistical perspective, this expansion highlights a shift in how mid-scale hotel giants are competing for the upscale segment. Choice Hotels is no longer focusing solely on budget-friendly lodging; by scaling Cambria, they are targeting the "experience-driven" traveler.

For the Texas market, the Euless opening is a play on the continued infrastructure growth surrounding the DFW hub. Our analysis suggests that as corporate events and sporting activities in North Texas scale, the demand for "upscale-functional" lodging (hotels that offer luxury but prioritize transit efficiency) will outpace traditional luxury hotels.

In Oregon, the Bend opening is a strategic bet on the "Adventure Economy." Bend has evolved from a seasonal ski town into a year-round destination for hiking, biking, and craft beverage tourism. By adding 131 upscale units, Cambria is filling a gap for travelers who want rugged outdoor access without sacrificing high-end room amenities.

Forward Outlook

The momentum for the Cambria brand extends beyond these two states. Market trends indicate a push toward major metropolitan hubs and international expansion. Choice Hotels has confirmed upcoming developments in:

• Boston, Massachusetts
• Colorado Springs, Colorado
• Jacksonville, Florida
• Canada (International Expansion)

Travelers should anticipate a more standardized "upscale-local" hybrid experience across these markets, where the architecture remains consistent but the dining and social spaces are tailored to the specific city.

Strategic placement in high-growth hubs remains the primary driver for Choice Hotels' 2026 portfolio evolution.

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