Sonesta has been listening to what hoteliers and guests are asking for, and today it is delivering. Introducing Sonesta Essential, a new brand delivering simplicity and elegance in equal measure by streamlining the amenities its hotels offer guests. The organizing purpose for Sonesta Essential is recognizing the simple things in life are what bring us the most joy. This upper-midscale brand is helping travelers choose thrills over frills by offering the highest quality hotel essentials, while improving operations at every level.
Travel today is back, but thanks to an increase in road trips and excursions over shorter distances there are an abundance of travelers who are looking for the best experience they can find—without the rest of the added costs and services attached to a typical upper-midscale hotel stay. Sonesta Essential was designed with these guests in mind. No matter the reason for their trip, every guest at the new Sonesta Essential will benefit from our focus on the fluff—from pillows and blankets to bedding and toiletries—and not the unnecessary clutter typically found in limited-service guestrooms.
Sonesta Essential will feature a brand design ethos that is devoted to delivering what guests and owners are really looking for—the necessities that comprise a high-quality stay. This philosophy is also giving franchisees the hotel operating strategy they are looking for thanks to imaginative but limited food & beverage requirements, reasonable brand standards designed to keep pace with post-pandemic recovery trends and a simplified conversion process designed to get the hotel back in business as soon as possible. These elements are helping hoteliers redefine their stay experience on a per-property basis and cut out the unnecessary features that are not benefitting the property or its guests.
“There is nothing cut and dry about running a hotel today,” said Keith Pierce, Sonesta EVP and president, franchise and development. “Each hotel in every market is encountering unique challenges with their own specialized solutions. We know that asking every property to follow the same brand standards today is not always the recipe for success our operators need, which is why we developed Sonesta Essential. This brand will help give operators the choices they are looking for and help them as they position themselves for success based on the individual needs of each property.”
Hoteliers are faced with mounting challenges every day, from the rising cost of labor and the difficulty locating skilled workers, to the need to rapidly adapt to quick shifts in business levels, trends and market conditions. Keeping track of all of these factors can be overwhelming and may frustrate hoteliers who are working hard to offer the best stay experience they can. Sonesta Essential is allowing operators like these to customize the elements that define their property upfront, enabling them to staff each hotel according to its needs without sacrificing key elements of the guest experience.
Every Sonesta Essential property will be host to a 24-hour reception desk, lobby area, fitness center and a lounge offering a complimentary hot breakfast featuring—you guessed it—all the essentials. Guestrooms at these hotels will consist of a blend of studios, one- and two-bedroom suites depending on their location. Each guestroom will offer elevated bedding, 55-inch Smart HDTVs capable of connecting to guests’ devices, high-speed complimentary WiFi, a mini refrigerator and a selection of bath amenities.
Beyond these inclusions, franchisees are completely open to choose additional elements to add to their property or eschew them entirely. A co-working space (dubbed the Essential Lab), pool, guest laundry facility, meeting space and outdoor areas, just to name a few, are all optional or subject to market-driven requirements. Following an assessment of the local area and emerging market dynamics, hotels can choose to outfit their Sonesta Essential property with a full suite of capabilities or offer a stripped-down experience that delivers the best of the basics.
“Travelers and hoteliers are both looking for savings, and Sonesta Essential is our solution,” Quinn said. “This brand is designed to be more efficient to build and operate than others in its class, and we worked hard to set favorable terms to make converting existing hotels to the flag as simple as possible. Sonesta Essential is committed to providing the best stay experience for the price. The brand will do so by providing the key fundamentals that matter most in each market, while giving operators everything they need to focus on the guest experience.”
Offering by Franchise Disclosure Document only. Void where prohibited. This advertisement is not an offer to sell or solicitation of an offer to buy any franchise. ©Sonesta RL Hotels Franchising Inc. & Sonesta RL Hotels Canada Franchising Inc. 255 Washington St., Suite 230, Newton, MA 02458
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