Sonesta launches hotel brands in upper-upscale and upscale segments

Dive Brief:

Sonesta International Hotel Corporation is launching two new soft brands this year: Classico, A Sonesta Collection, and Mod, A Sonesta Collection, the company announced Monday.
The soft brands allow independent hotel owners to be affiliated with Sonesta’s network — and access its distribution channels and services — while retaining their original names, identities and designs.
Classico and MOD bring Sonesta’s brand count to 19. The move fortifies Sonesta’s presence in the upper-upscale and upscale hotel segments, a key priority for the company this year.

Dive Insight:

The first Classico brand property — Z Ocean Hotel in Miami — opened last month. The first Mod brand hotel — Hotel 11 in Calgary, Alberta — is forthcoming.

"As we have strengthened Sonesta's franchising capabilities over the past two years, we recognized the opportunity for additional growth through soft branding," said Brian Quinn, Sonesta’s chief development officer, in the company’s announcement. "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."

Classico is an upper-upscale soft brand that will feature distinct hotel identities and local cuisine, paired with refined interiors. Classico hotels will welcome guests “to immerse themselves in each destination,” Sonesta’s announcement said.

Chief Brand Officer Elizabeth Harlow said Classico will serve as “a unique alternative” to The Royal and The James, Sonesta’s other upper-upscale brands.

Mod hotels, Sonesta’s latest upscale offering, will feature eclectic interior design and curated food and beverage options. Hotel 11 is situated in the Canadian Rockies and will showcase outdoor adventure options.

In March, Sonesta announced the formation of a luxury and lifestyle lodging development team dedicated to spurring the growth of its upper-upscale brands. The new team, led by Senior Vice President Phil Hugh, will market new Classico hotels. At the time, Quinn said Sonesta would empower “this team, dedicated to the upper end of the market, to continue expanding Sonesta’s footprint of our upper upscale brands.”

A Sonesta spokesperson told Hotel Dive in March that the focus on upper-upscale development would have a “halo effect for the upscale, midscale and even economy hotels when operating in the same locales.”

Sonesta, the eighth-largest hotel company worldwide according to STR, has approximately 1,200 properties in its portfolio.