As Extended Stay America (ESA) marks its 30th anniversary, the company is both looking back and toward the future.
“I’m truly delighted to be able to celebrate this 30th anniversary,” said Greg Juceam, president/CEO, ESA. “It’s a big milestone, and I’m lucky to be the CEO at this time. My heart and mind are with the tens of thousands of current and former associates who have helped make us a pioneer and a segment leader. There are many constituencies to thank—our real estate, management and brand companies, our franchisees and, of course, our guests.”
Founded in 1994 by Wayne Huizenga and George Dean Johnson Jr., ESA initially sought to fill a niche in the hotel industry—catering to travelers in need of more than just a night’s stay. The idea was to create affordable, long-term accommodations for people who were traveling for extended periods, whether for work or personal reasons.
The company now operates more than 700 locations across 45 states. Juceam said that, over the years, ESA has stayed true to its core business model, delivering affordable extended-stay lodging without sacrificing quality.
“It starts with having a solid business model,” said the CEO. “We’ve remained true to our core, serving guests who are staying for weeks or months, not days or hours, at affordable price points.”
In its 30 years, the company—and the industry—has faced a number of challenges, but, Juceam said, resilience and dedication to its model have allowed it to thrive. He brought up a pivotal moment during the pandemic, when extended-stay hotels, including ESA, outperformed the broader hotel industry.
“During the worst time in the 200-plus years of the hotel industry, extended-stay hotels didn’t close,” he said. “We didn’t lay people off. That was the moment when people began to realize that we offer a great business model—one that provides downside protection, especially in times of economic uncertainty.”
The extended-stay category has remained hot since the pandemic, and Juceam noted, “We’ve seen record market share performance in recent years, and the broader hotel industry is now taking a closer look at extended-stay as a lucrative segment. For lenders and investors, the performance of extended-stay hotels during and after COVID should serve as a wake-up call to reconsider this space.”
ESA’s success is not just about occupancy rates, according to the CEO. “It’s about the company’s ability to provide value for both guests and investors,” he said. “With a lean operating model, ESA benefits from high occupancy rates, typically 8-to-9 percentage points above industry norms.”
To celebrate its 30th anniversary, the company has planned a series of events and promotions. From special guest promotions and social media giveaways to internal celebrations for long-serving employees, the company is ensuring that both its team and guests are part of the festivities.
“We’re doing a variety of things to celebrate,” said Juceam. “We have features in industry publications, events, special promotions for our guests and internal celebrations for our associates. We’re even doing a 30%-off promotion for 30 days to thank our guests. It’s a way for us to show appreciation for the people who have supported us over the years—whether they are guests, franchisees or employees.”
One of the moments he is looking forward to most will be the gathering of employees who have been with ESA since its inception.
“We have fewer than 10 associates who have been with us since day one, and we’re bringing them together for a special meeting and celebration this month,” he said.” It’s truly remarkable. They’ve seen it all—how the company has evolved and grown over the years. Their contributions are invaluable.”
Looking forward, ESA has plans to continue its growth and success. The company has modernized its technology, bolstered its leadership team and expanded its franchise network. Juceam envisions even greater success in the years ahead, focusing on growth while maintaining the standards that have defined ESA’s success.
“We’re starting from a position of strength,” he said. “Our brand is stronger than ever, and our last three years have been our best revenue years on record. We’re focused on continuing to grow, but not just for the sake of growth. We want to ensure that we’re getting better and delivering on the promises we’ve made to our guests, employees and franchisees.”
One of the keys to ESA’s continued success will be its ability to offer multiple price points through its three brand tiers.
“We’ve transitioned from one brand to three, which allows us to serve different segments of the market while still staying true to our affordable extended-stay model,” said Juceam. “This flexibility will enable ESA to expand its footprint and reach new guests, all while ensuring that quality remains top of mind.”
As ESA looks toward its next 30 years, Juceam is committed to refining the brand’s offerings, improving guest experiences and fostering strong relationships with franchisees and investors.
“Our focus is on executing the details—whether it’s keeping our rooms clean, ensuring guests feel welcome or maintaining operational excellence,” he said. “If we continue to do those things, we’ll be able to grow while improving both our quality and our performance.”