Unique franchising approach unlocks opportunities with ABVI by Sonesta.
NEWTON, Massachusetts ‒ In the competitive landscape of the hospitality industry, franchising has emerged as a vital strategy for growth and expansion.
Sonesta International Hotels (Sonesta), a renowned name in the hotel industry, has distinguished itself with a unique approach to franchising that sets it apart from others. By embodying the principles of ownership, flexibility and an unwavering focus on delivering value, Sonesta offers a compelling proposition for hotel owners and developers.
Ownership: A franchising model with skin in the game
At the heart of Sonesta's franchising approach is the concept of ownership. Unlike many franchisors, Sonesta operates with the insight of an owner. This intrinsic understanding of the challenges and opportunities faced by hotel owners allows Sonesta to offer a franchising model that is both empathetic and effective.
By being owners themselves, Sonesta's leadership and management teams possess a deep-rooted knowledge of operational intricacies, financial dynamics and market trends. This ownership perspective translates into a more collaborative relationship with franchisees. Hotel owners choosing to franchise with Sonesta can expect a franchisor that truly understands their challenges and needs.
Case Study: Americas Best Value Inn by Sonesta
Americas Best Value Inn (ABVI) by Sonesta exemplifies the power of Sonesta's ownership-perspective. ABVI is a well-established brand known for providing exceptional value. Sonesta's ownership insight has enabled ABVI to maintain high standards of quality, while also adapting to the evolving demands of travelers.
Franchisees of ABVI benefit from Sonesta's experience with owning and operating hotels and from receiving personalized support and guidance tailored to their specific markets. This type of support helps to ensure that each ABVI property aligns with Sonesta's overarching brand values while preserving ABVI’s renowned guest value proposition.
Brian Quinn, Sonesta International Hotels
Fast, friendly, flexible: The hallmarks of Sonesta's franchising experience
Sonesta's commitment to being fast, friendly and flexible is a cornerstone of its franchising philosophy. Recognizing the dynamic nature of the hospitality industry, Sonesta has designed its franchise operations to be responsive and adaptive. The aim is to help ensure that franchisees can swiftly capitalize on opportunities and address challenges.
• Speed and efficiency
Sonesta understands that time is of the essence in the hotel business. From the initial inquiry to the grand opening, Sonesta streamlines the franchising process with an eye to minimizing delays and maximizing efficiency. This approach not only helps to accelerate the time-to-market for new properties but can also enhance the overall conversion experience for franchisees.
• Friendly collaboration
The friendly and collaborative nature of Sonesta's franchising model is reflected in each of its interactions with franchisees. Sonesta fosters an environment of open communication and mutual respect, where franchisee relationships are valued and franchisees are not seen as mere licensees. This approach creates a positive and productive working relationship, helping to foster long-term success from the initial conversation to the eventual conversion and years beyond.
• Flexibility to adapt
In an industry characterized by rapid change, flexibility is paramount. Sonesta empowers its franchisees with the ability to adapt to local market conditions. Whether it's customizing services to meet regional preferences or implementing sensible standards, Sonesta's flexible framework enables franchisees to stay ahead of the curve.
Quality and affordability
ABVI properties within Sonesta's portfolio consistently deliver quality accommodations without compromising on affordability. This balance is achieved through meticulous attention to detail, quality control measures and a commitment to exceeding guest expectations.
Owners also appreciate the flat fee model approach to franchise fees – based on a predictable expense model per guest room vs. the more common percentage of guest room revenue (GRR). The flat fee model can also provide confidence in setting certain cost projections and profitability thresholds.
Market adaptability
One of the standout features of ABVI is its adaptability to diverse markets. Interest in the economy segment remains strong. Sonesta's flexible franchising model allows ABVI properties to cater to a wide range of travelers, from budget-conscious families to individual business travelers seeking value-driven accommodations while on the road.
Owners also appreciate the flat fee model approach to franchise fees – based on a predictable expense model per guest room vs. the more common percentage of guest room revenue (GRR).
Brian Quinn
This versatility enhances the brand's appeal and broadens its market reach.
Ideally suited for conversions in secondary and tertiary markets, the brand represents the largest footprint in Sonesta’s portfolio and is often considered a leading choice in the economy segment for potential franchisees.
Support and training
Sonesta's support for ABVI franchisees extends beyond initial setup. Comprehensive training programs, ongoing access to operational assistance and a vast network of resources equip franchisees with tools that can help them succeed. This holistic support system helps to ensure that ABVI properties consistently meet high standards of service and performance.
Endorser branding “by Sonesta” was added to ABVI’s name this year and is being supplemented by a full exterior signage package funded by Sonesta for qualifying hotels. Signage is already in the works at over 200 hotels nationwide and will be complete by the end of next year, adding over 500 additional “Sonesta” billboards across the US.
What that means for franchisees
Sonesta's unique approach to franchising, characterized by its ownership perspective, speed, friendliness and flexibility, sets a new standard in the hospitality industry. By focusing on ABVI, the company underscores its commitment to delivering exceptional value and quality to both guests and franchisees.
For hotel owners and developers seeking a franchisor that truly understands their needs and offers a supportive, collaborative and adaptive framework, Sonesta presents an unparalleled opportunity. As the hospitality landscape continues to evolve, Sonesta's distinctive franchising model helps to ensure that its franchisees have the tools, training, infrastructure and open lines of communication throughout the company to navigate challenges, seize opportunities and achieve sustained success.
In essence, Sonesta's franchising approach is not just about expanding a brand; it's about building lasting relationships, fostering innovation and creating memorable experiences for guests. With Sonesta, the future of franchising looks bright, promising opportunities for growth, prosperity and a shared journey toward excellence.
Brian Quinn is chief development officer at Sonesta International Hotels.
The views and opinions expressed in this content do not necessarily reflect the opinions of Hotel Investment Today by Northstar or Northstar Travel Group and its affiliated companies.