Untapped locations, strong demand drivers and a lean business model will make long-stay the right play for 2025, according to Mark Williams, managing director, franchise development, Extended Stay America (ESA).
LOS ANGELES – Extended Stay America’s Managing Director, Franchising Development, Mark Williams shares his insights on navigating the challenges and opportunities shaping the extended-stay sector in the year ahead. Williams explains why he expects the market to stabilize following a surge of new brand launches and highlights the hottest emerging markets on his radar. He discusses the growing wave of investors eager to bridge supply gaps and the key factors that are securing lender approvals and favorable franchise terms. “We, as a hotel brand, can’t control interest rates, capital costs or land prices,” Williams says. “What we can do is provide a lean, cost-efficient operating model that gives our franchisees the tools they need to succeed.”