Sonesta has launched a new brand, Sonesta Essential; and extended a second — The James, a Sonesta Lifestyle. Sonesta bought the intellectual property of The James brand earlier this year and plans to expand it from the one current location in New York.
The company has grown rapidly in recent years — from 58 hotels three years ago to about 1,200 currently. That included the addition of more than 200 former IHG and Marriott International properties and its acquisition of Red Lion Hotels Corp. in 2020.
Sonesta Essential, according to a statement, will “attract the traveler that just wants to get the essentials done right,” with those essential elements being defined as a comfortable bed and a clean room, among other amenities. The James, a Sonesta Lifestyle, will target “the modernist lifestyle traveler.”
The company also operates Royal Sonesta, Sonesta Hotels & Resorts, Sonesta Select, Sonesta ES Suites, Sonesta Simply Suites, Sonesta Cruise Collection, Sonesta Posadas del Inca, Hotel RL, Red Lion Hotels, Red Lion Inn & Suites, Signature Inn, GuestHouse Extended Stay, Americas Best Value Inn and Canadas Best Value Inn.
As it expands, Sonesta has launched a new advertising campaign — “Famous Yes Nameless” — which aims to boost recognition of the company’s brands. The first phase of the campaign features actress Judy Greer, while a second phase will highlight a number of travel and lifestyle influencers. Image: Sonesta International Hotels Corp.