Suburban Studios, the extended-stay brand under the Choice Hotels brand family, has achieved the milestone of opening its 100th hotel. The 100th Suburban Studios property is now welcoming guests in Bloomington, Minn.
Choice Hotels relaunched the brand in 2022, which saw a refresh of the brand’s identity and design. The brand has grown ever since, with five hotels opening in October and eight in November.
Suburban Studios’ go-to-market growth strategy has fueled a growth of 45% in 18 months, Choice Hotels said in a statement.
“We are thrilled to have 100 Suburban Studios open, and we look forward to the next 100. Our innovative solutions to accelerate conversions paired with our business strategy have enabled us to see continued growth within the segment,” said Ron Burgett, senior vice president, extended stay development at Choice Hotels.
Extended-stay conversions are faster to market than new build projects, which allows developers to see returns quite early, Burgett said. Choice has a team of more than 60 dedicated extended-stay experts who can guide developers through the conversion process.
The swift conversion timeline has resulted in developers taking their existing properties and converting them into Suburban Studios in a three to four-month turnaround time.
One of the biggest factors contributing to the band’s quick turn success is the “Kitchen in a Box,” a modular kitchen design launched by Suburban Studios in spring 2022.
Besides the 100 opened Suburban Studio properties, Choice also has 31 more hotels in the pipeline. Since the brand was relaunched, two of three developers have used Kitchen in a Box to venture into the extended-stay segment, said Matt McElhare, senior director, extended stay, Choice Hotels.
Created to appeal to extended-stay travelers and their evolving needs and demands, Suburban Studios offers the following features and amenities to guests:
- Spacious rooms with additional space that can be used as a working area or to unwind and relax.
- In-room kitchens
- Contemporary, functional design
- Discounts on long-stay rates.
- Flexibility to book longer stays on the go.
Guests also have access to free high-speed internet, 24X7 laundry service and bi-weekly housekeeping.
Despite the higher interest rates, Choice is betting on extended-stay projects in the pipeline. During the first nine months this year, extended-stay hotel openings increased by 38% against the same period in 2022. Choice’s extended stay domestic pipeline increased 12% YOY to more than 47,000 rooms in Q3 2023.