US: Extended Stay America has assigned 25 “new or completely renovated” properties to its new higher price point brand.
Extended Stay America Premier Suites was developed as a result of feedback from guests seeking “a more premium extended stay hotel option,” according to ESA president and CEO Bruce Haase.
Enhanced amenities at Premier Suites properties include with “upgraded design elements” in guest rooms, like “signature bedding,” larger flat-screen TVs and a free breakfast bar, according to ESA.
Haase compared the new brand to shifting from economy to premium economy on an airline – “it is not pricey luxury, but you will get added room, amenities and other creature comforts that make the investment worth the price”.
The new brand is launching in Arizona, California, Florida, Georgia, North Carolina, Rhode Island, South Carolina, Tennessee, Texas and Washington state, according to ESA.
The company also plans to “rebrand the remainder of its core hotels to Extended Stay America Suites to better communicate the current product offering”.
“This marks the company’s transition from a single-branded company to a growing family of extended-stay brands under the Extended Stay America umbrella,” the company said..
Haase added that the company’s robust performance during the pandemic was down to the fact that “our business travelers are people who need to be on site for what they do. We get a combination of blue collar and white-collar employees. We call them ‘grey’ collar workers: often in construction or government. They have to be where the work is, and Zoom is not a solution”.
