Sonesta International Hotels: Expanding, Renovating and Enhancing Loyalty

Sonesta International Hotels has firmly established itself as a significant player in the global hospitality industry as the eighth-largest hotel chain in the US. The company oversees an impressive portfolio of 1,100 hotels with over 100,000 rooms across 13 distinct brands in nine countries. In 2024, Sonesta made significant strides in expanding its reach and refining its operations. In the first half of the year, the chain successfully opened 23 new hotels while securing 34 new franchise agreements. This aggressive expansion underscores Sonesta's commitment to increasing its global footprint and market influence.

A pivotal moment in Sonesta's recent history was its merger with Red Lion Hotels in 2021 and standing up franchising across the portfolio. This strategic move has enabled Sonesta to consolidate its booking operations through Sonesta.com, which now seamlessly integrates several key brands under the "By Sonesta" banner. This integration includes Red Lion Hotels, Signature Inn, Americas Best Value Inn, and Canadas Best Value Inn, streamlining the booking process and enhancing the customer experience. The merger and subsequent endorser branding effort reflect Sonesta's dedication to creating a cohesive and user-friendly platform for its diverse range of hotel brands.

Sonesta Ocean Point Resort St. Maarten

The award-winning loyalty program, Sonesta Travel Pass, has also seen remarkable recent growth and recognition. With over 6.5 million members, the program has been distinguished as one of the Top Five Best Hotel Loyalty Programs by USA TODAY. The four-tier system of Sonesta Travel Pass offers accelerated achievement of elite status, providing members with valuable benefits such as complimentary nights, early check-in/late checkout, and daily breakfast. Recent initiatives, including the Reward Season national broadcast campaign featuring actress Judy Greer and a points giveaway in partnership with TripAdvisor, have further bolstered the program's visibility and appeal. These high-profile campaigns have reinforced Sonesta Travel Pass as a leading loyalty program in the competitive hotel industry.

In addition to expansion and loyalty enhancements, Sonesta is making substantial investments in property renovations. The company has $600 million committed over the next three years to upgrade its managed hotels, with $213 million specifically earmarked for improvements to eight Royal Sonesta and Sonesta Hotel & Resort properties. This year, an additional $103 million will be allocated to renovate 36 focus service properties. This commitment to upgrading properties reflects Sonesta's focus on maintaining high standards and enhancing the guest experience across its portfolio.

Recent renovation projects highlight Sonesta's dedication to providing modern, comfortable, and aesthetically pleasing accommodations. At Sonesta Resort Hilton Head Island, the first phase of renovations has been completed featuring redesigned guestrooms with updated amenities and coastal-inspired décor. The upcoming phases will focus on further enhancements to ballrooms, meeting spaces, restaurants, retail areas, outdoor spaces, and the spa. The Benjamin Royal Sonesta New York has introduced sophisticated new interiors, incorporating stylish furnishings and custom artwork that celebrate the vibrant spirit of New York City, offering a residential feel in the guest rooms and suites. Sonesta White Plains Downtown has completed a renovation that balances sophistication with comfort in its updated rooms. The property now features 17,000 square feet of flexible meeting space and introduces the Sonesta Worksite concept, designed to foster collaboration and productivity for small groups.

Sonesta White Plains Downtown

Additional recently renovated properties include Sonesta Simply Suites Miami Airport Doral, Sonesta Select Scottsdale at Mayo Clinic Campus, Sonesta ES Suites San Diego - Sorrento Mesa, Sonesta Select Boston Foxborough Mansfield, Sonesta Simply Suites Jersey City, and Sonesta ES Suites Denver South - Park Meadows. These properties have received modern updates enjoying contemporary, yet cozy suites, sparkling pools, modern fitness centers and redesigned public spaces.

Efficient conversion processes, distinctive product differentiation, and strategic market segmentation characterize Sonesta's growth strategy. These strategies enable rapid scalability and effective market entry, positioning Sonesta as an emerging leader in the global hospitality sector. Through its expansion efforts, loyalty program enhancements, and significant renovation investments, Sonesta continues to enhance its market presence and maintain a competitive edge in the dynamic hospitality industry.

To receive 10% off BAR at all Sonesta properties worldwide, book with chain code SN using the TSA rate code in the GDS or the TRAVELSAVERS rates in tripXpress.

Photo information:
Top photo 1: Sonesta Ocean Point Resort St. Maarten
Top photo 2: The Clift Royal Sonesta San Francisco
Banner photos: Sonesta Ocean Point Resort St. Maarten