Extended Stay America carves out Premier brand

Extended Stay America has assigned 25 “new or completely renovated” U.S. properties to a new higher-end brand with upgraded amenities.

The new Extended Stay America Premier Suites was developed as a result of feedback from guests seeking “a more premium extended-stay hotel option,” said ESA president and CEO Bruce Haase in a statement.

Sector analyst The Highland Group consider ESA a midprice extended-stay brand.

Enhanced amenities at Premier Suites properties include “upgraded design elements” in guest rooms like “signature bedding,” larger flat-screen TVs and a free breakfast bar, according to ESA.

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 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,” according to ESA.

ESA shareholders recently approved the sale of the company to Blackstone Real Estate Partners and Starwood Capital.

Source: Business Travel News

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