Getting his start in hospitality in 1994, John Murray is not only familiar with, but passionate about an industry that has welcomed him for years. Particularly, helping to start Hospitality Properties Trust—a lodging REIT, now Services Properties Trust (SVC)—prepared him for his new role as president/CEO of Sonesta International Hotels Corporation.
Having been president/CEO of SVC—which owns a 34% interest in Sonesta—since 2018 and a member of SVC’s management team since its initial public offering in 1995, it’s a more than an ideal fit.
Murray fills the shoes of Carlos Flores, who resigned from his position of the last seven years to relocate his family back to California.
“I have been involved with Sonesta since its acquisition in 2012 and was excited to have the opportunity to become its CEO when my predecessor decided to return to California with his family,” said Murray, who also served as a managing trustee of SVC. “Sonesta is one of the fastest-growing hotel companies in the U.S. on both the management and franchise side. It is rolling out exciting new brands, and has an excellent senior leadership team, enthusiastic and inspired hotel employees and a large diverse group of hotels that offer guests everything they need whether they are traveling for business or leisure, for an extended period or just one night. This is a great time to become CEO and share in the excitement and continued growth.”
Having been in the sector for more than 25 years on the hotel ownership and asset management side, Murray expects the move into operations to be seamless, especially based on his experience with the Sonesta hotels and team.
“As the former CEO of SVC, I was responsible for the acquisition of most of the hotels Sonesta manages, acquiring Red Lion Hotel Corporation and expediting the franchising effort for Sonesta brands and attracting a very talented and experienced management team,” he said.
Murray added that he’s worked closely with Flores on Sonesta’s strategic direction, making him well-prepared and ready for the new venture.
“My first steps as CEO will be to communicate with our valued employees to let them know who I am, that I have been closely involved with the development of Sonesta’s strategic plan and that I am excited to work with all of them to continue Sonesta’s growth and execution against our key initiatives,” he said. “The brand rollout is going well; the new website and new app have been rolled out; and a reinvented Sonesta Travel Pass loyalty program is in process. We are continuing to experience exciting new growth on the managed and franchise sides of our business. I am hopeful I can help enhance that growth trajectory as we focus on key brand initiatives.”
Murray pointed out that Sonesta has grown from three operating hotels in 2012 to more than 280 hotels and franchising nearly 900 others.
“Almost overnight, it has become the eighth largest U.S. hotel brand management and franchise company,” he said. “We plan to continue that growth, so we have hotels everywhere our guests want to be offered high levels of service and memorable, local experiences.”
According to the new CEO, Sonesta plans to add hotels in key cities like New York, Miami and Los Angeles, and is also working on development opportunities in Nashville; Boston; Washington, DC; and Charlotte, NC.
“Sonesta is one of the only major brands that owns and franchises hotels, so we are very thoughtful about our brand standards and that is resonating with franchisees—it’s a real competitive advantage,” he said. “I’m excited to be able to offer new, differentiated, relevant brands to our guests regardless of why or where they are traveling and provide service levels and experiences that exceed their expectations and make them want to return again and again to Sonesta hotels.”
Although optimistic, Murray understands current industry challenges, notably labor, but believes that Sonesta is well-positioned to manage the crisis.
“Employees—from hotel associates to senior management-level team members—like to work at exciting growing companies they can be proud of, and that’s the environment we have created at Sonesta,” he said. “Our compensation levels are competitive, and our benefits are industry-leading. Once we attract employees, we provide consistent training, mentoring and support so that they have the tools to do their jobs well and continue to serve our guests in a way that ensures they will return upon future travel. All of this fuels job satisfaction and the enthusiasm and positive energy our employees possess.”
In fact, Murray believes that opportunities abound in the industry, especially as bleisure trips remain popular among travelers. He said he’s noticing that travelers seek comfortable rooms to work and relax and enjoy local experiences without feeling like they’re staying in a cookie-cutter box.
“If you want to achieve success in hospitality, you have to understand your guests’ and colleagues’ needs and work diligently to deliver on and exceed their expectations—that’s the best way to ensure their return,” Murray said. “If you provide a high level of service, you create memorable experiences rather than the undifferentiated same old, same old.”
Additionally, Murray said that Sonesta is rolling out new meeting spaces allowing attendees to break up into more casual small group spaces with more relaxed furnishings and all the technology they need for in-person or hybrid meetings.
His confidence in the future was fueled by his beginnings in the industry, his experiences and some close colleagues along the way, all equipping him with the skills to take on the new role.
“I have had many good mentors, and I have learned that compassion, humor, good listening and always giving 110% effort help ensure success,” Murray said. “Being a good person, caring about what you are doing and doing the right thing is very important. Coworkers and guests appreciate that. It becomes habit-forming and enhances the guest experience. I’ve also learned from mentors that it’s important to be decisive. I may not get every decision right, but they will reflect reasonable judgments based on available facts at the time…I love the hospitality business and am excited by the opportunity to lead Sonesta at such a pivotal time in its growth and brand development.”
