Sonesta International Hotel Corp. is set to debut two soft brands within its portfolio: Classico, A Sonesta Collection and MOD, A Sonesta Collection.
These two new brands are meant to let independent hotel owners work with Sonesta’s network while retaining their own hotel names, identities, designs and established styles. All Classico and MOD hotels will be included on Sonesta’s website and have access to its distribution channels and services.
Classico, positioned in the upper-upscale segment, will be marketed by Sonesta's Luxury and Lifestyle Lodging development team. The first Sonesta Classico brand property is the 40-room Z Ocean Hotel in Miami’s South Beach neighborhood. The hotel opened on May 1.
MOD, positioned within Sonesta’s upscale portfolio, will have “eclectic” interior designs and amenities. The first MOD property will launch as Hotel 11 in Calgary, Alberta, Canada.
“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,” Elizabeth Harlow, Sonesta’s chief brand officer, said in a statement. “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.”
“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.”
In September 2021, Sonesta Franchising debuted in the U.S. with a complete platform of franchise services, hotel operations and franchise support. Sonesta Franchising now includes 19 brands with a range of hotel service levels. Sonesta Franchising provides franchisees with a range of options across the upper-upscale, upscale, upper-midscale, midscale, extended-stay and economy segments.