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Sonesta launches two new soft brands

Sonesta launches two new soft brands press release

Sonesta International Hotel Corporation has introduced two soft brands, Classico, A Sonesta Collection and MOD, A Sonesta Collection.

These two new brands offer independent hotel owners the opportunity to affiliate with Sonesta’s network while retaining their own hotel names, identities, designs and established styles, according to the company. All Classico and MOD hotels will be included on Sonesta’s website and have access to its distribution channels and services.

Marketed by Sonesta’s Luxury and Lifestyle Lodging development team, Classico is positioned in the upper-upscale segment, and each property will have a distinct identity and offer signature local cuisine, high-touch service and refined interiors. The first Sonesta Classico brand property is the 40-room Z Ocean Hotel in Miam’s South Beach neighborhood, which opened on May 1.

MOD hotels, positioned within Sonesta’s upscale portfolio, will feature eclectic interior designs and amenities, such as curated food and beverage options. The first MOD property will launch as Hotel 11 in Calgary, Alberta, Canada.

“Sonesta is proud to unveil Classico and MOD, extending our suite of offerings with distinct brands that we believe will appeal to both franchisees and consumers,” said Elizabeth Harlow, Sonesta’s chief brand officer. “Classico’s upper-upscale identity is a unique alternative to The Royal and The James brands. MOD’s modern upscale brand allows owners and developers to maintain the qualities that make their hotels unique.”

Brian Quinn, chief development officer, Sonesta, said, “As we have strengthened Sonesta’s franchising capabilities over the past two years, we recognized the opportunity for additional growth through soft branding. The launch of Classico and MOD continue Sonesta’s growth trajectory and we anticipate great success with continued expansion in the upper-upscale and upscale segments.”

First Sonesta Essential hotel opens
Sonesta has also opened the first Sonesta Essential-branded hotel, the 86-room Sonesta Essential Vacaville in Vacaville, CA.

Sonesta Essential, which launched in January. features elevated bedding as part of the brand’s unique sleep program, high-speed complimentary WiFi, complimentary hot breakfast, premium all-day coffee and a fitness center.

“Having launched the Sonesta Essential brand earlier this year, we are excited to open our first Essential property in the heart of California’s Wine Country near Napa Valley,” said Keith Pierce, Sonesta’s EVP/president, franchise & development. “This hotel opening demonstrates continued progress in franchising and development as we add and refine brands within our portfolio to satisfy the needs of both customers and owners.”

Divyesh Patel, owner, Sonesta Essential Vacaville, said, “As a world-renowned tourist destination, California Wine Country is the perfect place for a Sonesta Essential property. With travelers in the area often on the go, Sonesta Essential provides all the necessities for a convenient, comfortable hotel stay while allowing guests the option to spend more of their time and money on their experiences and creating lasting memories outside of the hotel.”

SOURCE: Hotel Business