Sonesta International Hotels Corp. has expanded its global development strategy to include The James brand as part of the Sonesta franchise portfolio in the U.S. and Latin America. The brand, which will partner with restaurateurs for food and beverage operations, will target urban and resort destination markets.
Currently, The James Nomad, New York (which includes the Scarpetta Restaurant and The Seville), is the prototype for future properties under this license agreement. Sonesta will reflag two Royal Sonesta properties from its managed portfolio later this year to The James brand: The Royal Sonesta Chicago River North and The Royal Sonesta Washington D.C. Dupont Circle.
“The James is a lifestyle brand that provides guests with a unique hospitality experience based on high quality services and amenities supported by a timeless design,” said Elizabeth Harlow, chief marketing and brand officer of Sonesta. “The James’ ambiance is locally inspired, influenced by each hotel’s local community to provide each traveler with a memorable guest experience. The James’ hallmark is its commitment to creating an emotional connection with each guest.”
“Adding The James to our franchise portfolio meets our goal of expanding our upper-upscale and lifestyle market offerings and helps position Sonesta as an industry leader in franchising,” said Brian Quinn, chief development officer of Sonesta. “The James is a sophisticated urban retreat that appeals to a broad, affluent and multigenerational audience. The introduction of this brand is another example of the exciting ways we are developing and evolving Sonesta’s growing franchise portfolio.”
In September 2021, Sonesta franchising debuted in the U.S. with a complete platform of franchise services, hotel operations and franchise support for the company's 14 brands.