Extended Stay America has launched Extended Stay America Premier Suites, a new brand with an initial footprint of more than 30 properties concentrated in the Southeast and West Coast. The company said the Premier Suites portfolio will include new-build assets 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. The company also plans to rebrand the remaining hotels in its portfolio — which totaled 625 franchised and company-owned properties as of Dec. 31 — as Extended Stay America Suites. Bruce Haase, CEO, said the new brand is the latest example of the company’s “singular focus” on the extended stay customer. 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.” The extended stay segment has performed better than other hotel categories throughout the pandemic.