Choice Hotels rebrands Suburban Extended Hotel Stay collection
Choice Hotels International has unveiled new branding for the Suburban Extended Hotel Stay brand, now known as Suburban Studios.
Properties in the Suburban Studios collection will provide a home-away-from-home experience through strategic redesign.
A new look and experience
Rebranding as Suburban Studios, properties in the former Suburban Extended Stay Hotel portfolio will benefit from new branding and design building on Suburban’s commitment to providing simple and inviting accommodation while also giving hotels owners the opportunity to become a part of the high-performing extended stay segment.
“When we added Suburban, one of the first extended stay brands on the market, to our portfolio nearly two decades ago, we did so with the intent of fulfilling an emerging need in the industry for hotel owners and longer-staying guests,” said Patrick Pacious, president and CEO of Choice Hotels.
“Today, the travel landscape has evolved with demand for extended stay products at an all-time high, and our commitment to innovating new ways to drive value for our franchisees and guests remains. The modernisation of Suburban signals that the brand is poised for growth, and that Choice is dedicated to expanding its foothold in the extended stay segment with the best investment opportunity for franchisees and experience for guests.”
Choice Hotels currently has over 70 Suburban Extended Stay properties in its portfolio and more than 27 more Suburban Studio hotels are now in the development pipeline.
Benefiting guests and developers
Catering for longer stay guests, hotels in this collection come with spacious guest rooms with areas for work and relaxation, as well as in-room kitchens. Each property will be defined by its modern design, friendly service and flexibility to book longer stays on the go.
“Suburban Studios is all about delivering the basics in a better way – for guests and franchisees,” said Anna Scozzafava, vice president and general manager, extended stay, Choice Hotels.
“As longtime leaders in the extended stay segment, Choice knows what travellers want most during extended periods away from home and the next generation of Suburban delivers on precisely that with its “Longer Stays Made Easy” promise of all the comforts of home at a welcoming price point.”
Benefits for developers of Suburban Studio hotels include diversification of their property portfolios, taking advantage of the rapidly growing extended stay segment, along with turnkey development support, an efficient operating model and modular building options.
Developers also benefit from operational, training, marketing and technology programmes, tools and resources and support from a dedicated conversion sales team.
“Economy extended stay has always been a developer favourite because of the category’s demonstrated resiliency and returns, but the fact remains: there is a significant imbalance between demand and current market supply,” said David Pepper, chief development officer, Choice Hotels.
“So, when our development community asked for another product to capitalise on this industry white space more efficiently, we listened. The refreshed Suburban Studios offers an industry-first opportunity for owners to transform existing assets in transient markets into an extended stay property backed by the segment leader in Choice Hotels, while also providing exactly what guests want during longer stays.”
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