Bend’s ski potential, outdoor recreation and the Deschutes River were attributes attracting Choice Hotels International to plan a new Cambria Hotels location on Bend’s west side.

It’s part of the hotel brand’s strategy to expand the brand into more markets, said Indy Adenaw, senior vice president and general manager of upscale brands at Choice Hotels International, in an email.

The chain plans to build the 131-room hotel at 213 SW Columbia St., near the roundabout at Simpson Avenue.

Currently the hotel chain has five hotels in development in Oregon, Adenaw said. The chain recently opened new hotels in Imperial, California; Pigeon Forge, Tennessee; and Spokane, Washington.

“For travelers seeking the vast natural beauty of Bend, our Cambria will be a perfect fit, blending in the unique personality of the surrounding areas with the approachability and thoughtfulness of the brand,” Adenaw said. “Cambria Hotels embody the character of their location, and we plan for this hotel to reflect Bend’s unique geographic and cultural landscape through its design and amenities.”

Moving into the Bend leisure market is a reflection of how established it is as a destination, said Cyrus Mooney, Bend business advocate. In August, Bend hotels were 74.6% occupied, up slightly from the year before, according to Visit Bend data. Summer travel — Memorial Day to Labor Day — tends to be the highest months for occupancy in Bend.

“Bend has demonstrated its resiliency to adapt to a variety of factors, and I think a project like this demonstrates that businesses think so too” Mooney said.

There are 70 of these kinds of Cambria Hotels around the country.

They are generally located in major markets like Nashville, Tennessee, or Austin, Texas, according to the company.

In 2022, Choice Hotels acquired the Radisson Americas Hotels group to help reposition its brands.

It is a publicly traded company on the New York Stock Exchange under the CHH label.

It is a franchisor with more than 7,500 hotels, representing more than 630,999 rooms in 45 countries, according to the company.

“Choice Hotels’ investment in Bend will generate critical room taxes, which help fund the city of Bend’s general fund, offsetting the tax burden on locals,” said Jeff Knapp, Visit Bend CEO. “In addition, those resources will help grow community programming, such as the Bend Sustainability and Cultural Tourism funds, which help improve and sustain the quality of life for residents.

“An investment like this in our community shows that Bend continues to be a desirable place for business and leisure travel.”