US: Hotel owner and manager Sonesta International has debuted two soft brands – Classico A Sonesta Collection, and MOD A Sonesta Collection.
Classico is positioned in the upper-upscale segment and will be marketed by Sonesta’s luxury and lifestyle lodging development team.
The first hotel to join the Classico collection is the 40-room Z Ocean Hotel in Miami which opened on 1 May 2023.
MOD is positioned in the upscale segment and will launch with Hotel 11 in Calgary, Alberta.
All Classico and MOD hotels will be included on Sonesta’s website with access to its distribution channels and services. Independent hotel owners will retain each property’s identity and design.
Elizabeth Harlow, Sonesta’s chief brand officer, said: “Sonesta is proud to unveil Classico and MOD, extending our suite of offerings with distinct brands that we believe will appeal to both franchisees and consumers. Classico’s upper-upscale identity is a unique alternative to The Royal and The James brands. MOD’s modern upscale brand allows owners and developers to maintain the qualities that make their hotels unique.”
Brian Quinn, chief development officer at Sonesta, said: “As we have strengthened Sonesta’s franchising capabilities over the past two years, we recognised the opportunity for additional growth through soft branding. The launch of Classico and MOD continue Sonesta’s growth trajectory and we anticipate great success with continued expansion in the upper-upscale and upscale segments.”
In 2021, Sonesta launched a franchising platform in the US which now features 19 brands across the upper upscale, upscale, upper-midscale, midscale, extended-stay and economy segments.