Sonesta Hotel Brand Expansion Will Focus on Larger Name Recognition
Skift Take
Sonesta is relatively unknown, so adding more sub-brands will require more than a little marketing.
Hotel company Sonesta said on Tuesday it would launch a new brand, Sonesta Essential, and offer a just-added brand, The James, to developers.
The eighth-largest hotel company in the U.S. is taking a page out of the playbook of the giant hotel groups. Hoteliers continue to pack the virtual shelves of online travel agency storefronts with an ever-expanding variety of brands to compete for visibility.
Sonesta Essential is a brand where developers provide a clean room and a comfortable bed but few amenities or services beyond the basics. It enters the crowded but often profi
