Extended Stay America Debuts New Premier Suites Brand
Portfolio of renovated and new-build properties will feature upgraded amenities and target higher-end guests
Extended Stay America has announced the launch of a new brand, Extended Stay America Premier Suites. The portfolio will initially include more than 30 new-build and fully renovated properties “with upgraded amenities to target higher-rated extended-stay guest segments.”
The launch will formally begin in the second quarter of 2021 with a footprint of properties concentrated in the Southeast and West Coast.
The company says it also plans to rebrand the remaining hotels in its portfolio as Extended Stay America Suites. As of Dec. 31, the company had a total of 625 franchised and company-owned properties under its flag.
The new brand is the latest example of the company’s “singular focus” on the extended stay customer, according to CEO Bruce Haase. By adding “suites” to the core portfolio brand, said Mark Williams, managing director of franchise development, the company will provide “clearer offerings for both guests and potential franchisees.”
Throughout the pandemic, the extended stay segment has performed better than other hotel categories.
