Sonesta Launches New Brand

Sonesta International Hotels Corp. has launched Sonesta Essential, a stripped-down brand offering properties with the “essentials,” the company announced Tuesday. “We are beyond confident that these two new brands will deliver experiences that our guests have told us they want,” Sonesta executive VP and COO Vera Manoukian said in a statement.

Sonesta Essential sticks to the basics by offering “a comfortable bed, a clean room, amenities that meet [guests’] needs,” while on the road, according to the company.

The company did not specify where or when Sonesta Essential properties would launch.

The brand launch coincides with Sonesta’s reinvention of its brand, The James Hotel in New York City, now dubbed The James, A Sonesta Lifestyle, which includes The Benjamin Royal Sonesta New York, The Shelburne Sonesta New York, The Gardens Sonesta ES Suites New York and The Fifty Sonesta Select New York. The company did not return BTN’s inquiry for additional details or whether the properties now in The James portfolio would change names.

Angelique Platas  www.businesstravelnews.com