One of the largest and fastest-growing U.S. hotel companies has debuted two new hotel brands targeting travelers who favor independent hotels.
On Monday, Boston-based Sonesta International Hotels Corp. launched Classico and Mod, two soft brands operating in the upper-upscale and upscale space, respectively.
Each Classico hotel, which will park within Sonesta’s luxury and lifestyle division, will feature local dining options as well as a high level of service and design. Mod hotels, which will be a part of Sonesta’s upscale hotel division, will feature “eclectic design” as well as food and beverage programs curated uniquely to each property.
The first Classico — the Z Ocean Hotel in Miami Beach, Florida — as well as the first Mod — Hotel 11 in Calgary, Alberta — are already open.
Sonesta’s new soft brands enter a field already crowded with competitors like Marriott’s Autograph Collection, Hilton’s Curio Collection and Hyatt’s Unbound Collection. Why throw a hat into the ring?
Customers and hotel owners want it, Sonesta’s leadership team says.
“Consumers want more of an experiential experience. They want something unique. They want something rooted in the local community. They want something with a nod towards design,” Brian Quinn, Sonesta’s chief development officer, told TPG in an exclusive interview ahead of the launch. “They’re sensitive around the food and beverage offering. They’re sensitive to how the product comes to market and how it serves all of its constituencies right.”
Sonesta’s latest brands
The push to add soft brands is how hotel companies keep beefing up their options for potential guests without going through all the hassle of convincing owners to spend money building out a property in accordance with the standards and requirements that go with a “hard brand” like a Westin or a Hyatt Regency.
Instead, soft brands have more flexibility when it comes to design and amenities as long as they maintain certain customer satisfaction levels. But they also enable independent hotel owners to tap into the reservations and loyalty system of a bigger brand.
SOURCE: The Point Guy