Hotel Online  Special Report


Choice Hotels Adds to its Cambria Suites Brand Executive Team
in the Areas of Brand Management, Design and Construction
Silver Spring, MD (August 14, 2006) ó Choice Hotels International, Inc. (NYSE:CHH) today announced the expansion of its Cambria Suites brand team in the areas of brand management and brand design and construction. The company hired Phil Beilke from Hilton Hotels and the Embassy Suites brand as senior director, Cambria Suites brand management.  Cathy Poinsett, currently a senior director, marketing communications at Choice, will now assume the role of senior director, Cambria Suites brand management. Donald Griner, AIA, will transition from Choice's senior director, product development to senior director, Cambria Suites design and construction. All three senior directors will report to William Edmundson, vice president, brand management and strategy, Cambria Suites.
"It's very exciting to develop such a strong brand team, as we are building a brand, not just hotels," said Edmundson. "Cathy, Don and Phillip all bring a wealth of talent and creativity to their new roles, and they will contribute to the success of the Cambria Suites brand."

Phil Beilke

Cathy Poinsett

Donald Griner

Phil Beilke is responsible for the successful development of procedures, processes and programs that drive the successful launch of the Cambria Suites brand in the areas of operations, quality assurance, guest satisfaction, rules and regulations, food and beverage and revenue maximization. Prior to joining Choice, Beilke spent more than 11 years at Hilton Hotels, most recently as senior director, new product and service development, and senior director, brand product, quality and culture, for Embassy Suites Hotels.  In these positions, he was responsible for strategic planning of brand, product and service initiatives, which is a perfect fit for the Cambria Suites brand in its current state of development.  While at Hilton, Beilke led a team that developed a new Embassy Suites prototype.  Mr. Beilke earned his bachelorís degree in hotel and restaurant management from Mercyhurst College in Erie, Pa., and currently serves on the collegeís advisory board to the hotel, restaurant and institutional management program.  

Cathy Poinsett, who joined Choice in 2004, is responsible for the coordination and implementation of marketing, promotional and communications initiatives for the brand.  She is also providing strategic direction in the development of new sales- and marketing-oriented brand initiatives, serving as the brandís liaison to the companyís eCommerce and marketing organizations, as well as leading cross-functional teams to ensure successful property openings in markets across the country.  During her career with Choice, Poinsett has worked extensively with Cambria Suites, having been involved with the brandís launch and in creating its development marketing program and brand identity system.  She also directed the positioning of the company's mid-scale brands, launched the companyís franchise sales Web site focused on emerging markets, and supervised the creation of a digital asset management and ad builder system.  Prior to joining Choice, she was management supervisor with The Campbell Group, the agency of record for InterContinental Hotels, where her clients included a number of InterContinentalís brands in the Americas and Europe.  She earned her bachelorís degree in mass communication from Towson University and her masterís degree in publication design from the University of Baltimore. 

Donald Griner, who joined Choice in 2002, is responsible for prototype development, brand standards, cost estimating and architectural, interior design and construction management support for all Cambria Suites projects. During his career with Choice, Griner led the design of the Cambria Suites brand.  He also designed new construction products for seven of Choiceís ten brands and new interiors for the Suburban Extended Stay Hotel brand. He oversaw product development activities, including the design and maintenance of brand prototypes and design standards, cost estimating and new product research and development. Griner, who is a registered architect, has worked for a number of hospitality companies, including nine years with Marriott International.  He has master of business administration and master of architecture degrees from the University of Michigan.  Griner also holds a bachelorís of science in architecture from the University of Michigan.  

As of June 30, 2006, Choice had contracts signed for 28 Cambria Suites hotels in cities across the country.  The all-suites hotels boast a design that is more intimate and less institutional than traditional hotel décor and guestrooms that are 25 percent larger than standard hotel rooms. Hotels will offer the latest in technology, from a large-screen plasma television in the lobby to two flat-panel televisions, MP3 jacks and CD/DVD players in the guestrooms and complimentary wired and wireless high-speed Internet access throughout the property.  

All Cambria Suites hotels include Reflect, a hotel Lounge with barista bar; Refresh, a fitness center with an indoor pool and hot tub; and Refill, a 24-7 convenience store that will stock freshly prepared "grab 'n' go" items as traditional convenience store fare. In addition, all hotels will offer more than 1,000 square feet of meeting space.  Every Cambria Suites hotel is committed to operational excellence and features the Cambria Pledge, an unconditional 100-percent satisfaction guarantee.  For more information on Cambria Suites, visit  
Choice Hotels International franchises more than 5,200 hotels, representing more than 430,000 rooms, in the United States and more than 40 countries and territories. 


Contact:  David Peikin
Tel:  (301) 592-6361
Fax: (301) 592-6177

Also See: William Edmundson Named Vice President Brand Management for Cambria Suites / October 2005
The Embassy Suites Hotels Space Survey Defines Needs of Introverted vs Extroverted Guests / Nov 2000

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