Sonesta International Hotel Corp. has announced the launch of two soft brands to its collection of brands — Classico, A Sonesta Collection, and MOD, A Sonesta Collection.
The two new brands will allow independent hotel owners to affiliate with Sonesta’s network while retaining their hotel names, designs, identities and existing styles.
Classico and MOD branded hotels will be accessed from Sonesta’s website, with the hotels enjoying access to Sonesta’s distribution channels and services.
“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,” said Elizabeth Harlow, Sonesta’s chief brand officer. “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.”
Classico, an upper-upscale brand, aims to blend global appeal with local authenticity. The properties will be marketed by Sonesta’s Luxury and Lifestyle Lodging Development Team. The hotels will have a distinct identity and include signature local cuisine, traditional high-touch service and refined interiors.
The Classico brand debuted with the 40-key Z Ocean Hotel in Miami, Fla., when it opened on May 1.
Joining Sonesta’s upscale portfolio, MOD hotels will sport eclectic interior designs and amenities, like curated F&B options.
MOD will launch with the opening of Hotel 11 in Calgary in Canada’s Alberta. The hotel will provide guests with outdoor activity options as well as a view of the Rocky Mountains.
“As we have strengthened Sonesta’s franchising capabilities over the past two years, we recognized the opportunity for additional growth through soft branding,” said Brian Quinn, chief development officer, Sonesta. “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.”
Sonesta Franchising was introduced in the U.S. in September 2021 with a platform of franchise services, hotel operations and franchise support. Presently, Sonesta Franchising includes 19 brands with a range of hotel service levels. Sonesta Franchising offers franchisees multiple options across the upper upscale, upscale, upper-midscale, midscale, extended-stay and economy segments.
According to STR, Sonesta is the eighth largest hotel company with 1,200 properties, with 100,000 rooms under 19 brands across eight countries.