IHG unveiled its first Atwell Suites aparthotel in Miami, Wyndham and Choice Hotels launched new long-stay brands, and Hyatt House accelerated its development from Houston to Kansas City, via Orlando and Sacramento airports: the number of long-stay hotels continues to grow in the United States.
As a pioneer of this type of accommodation, halfway between traditional hotels and flat rental, the United States has long been a major player in the extended-stay market, with this segment accounting for some 10 % of the hotel offer, compared with less than 5% in the main European countries. But the projects currently underway within hotel groups still show the existence of a real scope for growth in predominantly residential accommodation.
Choice Hotels noted that last year its long-stay brands recorded a hundred signatures franchise agreements, a quarter of all those signed by the American franchisor. " Our continued success in this long-stay market, even in uncertain conditions, shows that our strategic investment in this segment is paying off and is a testament to the strength and resilience of our brands." said Ron Burgett, senior vice president in charge of extended stay development for Choice Hotels.
This investment was marked by the integration of the WoodSpring Suites brand into its portfolio four years ago, by the continued growth of MainStay Suites, and also by two recent developments. In mid-March, Choice Hotels announced the refresh of its Suburban Extended Stay brandand the unveiling of its new Everhome Suites brand in Atlanta next spring.
Unveiled in 2020, this mid-range brand is based on a "work & play" environmentThe brand also offers a wide range of services, including ergonomic roll-out desks in flats with fully-equipped kitchens, and lobbies that allow guests to relax as well as pursue their professional activities. The brand has 30 establishments in its pipeline, including another due this summer on the outskirts of Los Angeles.
From his side, the IHG brand Atwell Suitesjust appeared in Miami in the Brickell district, has 22 other projects across the Atlantic. The new brand from the IHG group aims to appeal to travellers with its concept of contemporary suites featuring a lounge and work area and, on the amenities side, a microwave oven and small fridge.
Its more adapted to the bleisure trend The hotel's facilities, which are designed for both business travellers and very long stays, are complemented by a vast lobby with a bar and a coworking space. Residents will also enjoy a free breakfast and a vending machine where they can help themselves to espressos and lattes or still and sparkling water at any time of day. "This offer was created to be an elegant, design-oriented brand, a proposition that was still absent within this booming all-suites segment" said Karen Gilbride, Vice-President of Atwell Suites and Avid Hotels.
The Hyatt House brand is also contemporary, but more focused on long stays with kitchens featuring extensive equipment.around twenty establishments in the United States over the next two yearsSome of these are combined with Hyatt Place, the American group's contemporary low-cost brand.
Auburn, Bryan, Minneapolis, Sacramento, West Chester to the north of Cincinnati: this development plan reflects both the diversity of possible locations and the demand for an extended-stay brand. " From city centres to airportsThese new properties, which are being developed for leisure destinations, mixed-use projects and even university campuses, demonstrate the strength and resonance of the Hyatt Place and Hyatt House brands with operators and customers alike." said Jim Tierney, Senior Vice President, Development and Owner Relations, Hyatt Group.
This diversity of opportunities can also be seen in the way we attack the long-break market. For example, it is in the budget segment that Wyndham intends to position itself with its ECHO project - acronym for EConomy Hotel Opportunity. " Over the last two years, budget long-stay hotels have outperformed all other segments, and by 2021 will have set new records for occupancy and revenue per room.said Geoff Ballotti, CEO of Wyndham Hotels & Resorts. Demand for this type of accommodation continues to rise, both from customers and developers. "
In addition to the more upmarket Hawthorn Suites by Wyndham, this project completes the group's offer with establishments comprising one- or two-bedroom studios with kitchenettes and shared areas with a limited number of services. The prototype of this ECHO project, with 124 rooms, has been presented and has already attracted two initial partners, Sandpiper Hospitality and Gulf Coast Hotel Management, who will each be developing 25 establishments, with the first opening expected in 2023. As for the future, Wyndham aims to 300 hotels in the United States over the next ten years, with international growth potential too.
