Extended Stay America launches new Premier Suites brand

Rhea-AI Summary

Extended Stay America announces the launch of its new brand, Extended Stay America Premier Suites, with plans for over 30 properties. Targeting higher-rated extended-stay guests, the Premier Suites will feature upgraded amenities and a daily rate between $80 and $100. Alongside this, the company will rebrand existing hotels to Extended Stay America Suites. This strategic move aims to enhance brand communication, attract new customers, and optimize franchise growth.

Positive

• Launch of Extended Stay America Premier Suites targeting high-rated guests.
• Over 30 new properties planned, enhancing the company's market presence.
• Daily rate set between $80 and $100, positioning for improved revenue.
• Rebranding of existing hotels to streamline identity and appeal.
• Focus on franchise growth with a new brand architecture.

Negative

• None.

Extended Stay America Premier Suites to launch with more than 30 properties.

CHARLOTTE, N.C., Feb. 25, 2021 (GLOBE NEWSWIRE) -- Extended Stay America, Inc. (NASDAQ:STAY), the largest mid-priced extended-stay hotel brand, announced today the launch of Extended Stay America Premier Suites. The new brand will feature new construction and fully renovated properties with upgraded amenities to target higher-rated extended-stay guest segments, expanding Extended Stay America’s reach. The Company will also rebrand the remaining portfolio to Extended Stay America Suites.

“With industry leading brand awareness, Extended Stay America is the brand extended-stay travelers trust to deliver what matters most when they are away from home for an extended period of time. The new Premier Suites brand builds on our legacy to provide a great value to extended-stay customers that demand more,” said Bruce Haase, President, and Chief Executive Officer, Extended Stay America. “This is the latest example of our singular focus on the extended-stay customer to create a new product that anticipates what guests want and delivers them unmatched value and service while focusing on our core strength, the extended-stay sector of hospitality.”

Extended Stay America Premier Suites will target average daily rates between $80 and $100 per night and feature several additional amenities, including an enhanced healthy breakfast offering, larger TVs, increased storage space and a signature bedding package. The new brand will launch in second quarter 2021 with more than 30 properties across the country.

“Through extensive customer research, we found that the Extended Stay America brand could reach more customers by providing a product that appealed to a large segment of extended stay travelers who were looking for a fresh product with the amenities they value the most.” said Judi Bikulege, Chief Investment Officer, Extended Stay America. “Extended Stay America Premier Suites is designed to meet the needs of these consumers.”

Additionally, Extended Stay America will rebrand the remainder of its core hotels to Extended Stay America Suites over the next several months to better communicate the current product offering. Extended Stay America’s evolution from a single-branded company to a multi-brand portfolio under the Extended Stay America umbrella will better capitalize on the brand’s strength and the Company’s expertise in the extended-stay market.

“Rebranding our core hotels to Extended Stay America Suites communicates our current offering more clearly to guests,” said Mark Williams, Managing Director, Franchise Development, Extended Stay America. “The core brand will become our primary target for franchise conversions going forward while Extended Stay America Premier Suites will be the primary growth vehicle for new build construction and higher quality conversions. With this new brand architecture, we will be able to offer our franchisees more options, and we anticipate growing our franchise community throughout 2021 and beyond.”

Extended Stay America anticipates this change will best position its existing core brand to grow rate from its current guests and positions the Premier Suites brand at a higher ADR to attract new customers. The benefits of this new brand architecture will allow Extended Stay America to maximize the value of its portfolio, focus renovation investment on assets that will realize the greatest returns, increase the pace of franchise development, and drive improved EBITDA across the entire Extended Stay America umbrella.

For more information and images, visit our Investor Relations website at www.aboutstay.com or visit our presentation directly at https://extendedstayamerica.gcs-web.com/static-files/88355e34-7aef-4091-89d0-b9686c7c1c0a.

About Extended Stay America^®

Extended Stay America, Inc. and its brand Extended Stay America^® is the leading brand in the mid-priced extended-stay segment in the U.S. with 649 hotels. Extended Stay America's subsidiary, ESH Hospitality, Inc. ("ESH"), is the largest lodging REIT in North America by unit and room count, with 563 hotels and more than 62,500 rooms in the U.S. Extended Stay America also franchises an additional 86 Extended Stay America^® hotels.

For franchise inquiries, visit www.newesa.com for more information.

Contacts

Investors:                                         
Rob Ballew                                                                
(980) 345-1546                                         
ir@esa.com                

Media:
Jenn Wade
(415) 483-5054
extendedstayamericapr@jwadepr.com        

 

FAQ

What is Extended Stay America's new brand launched in 2021?

Extended Stay America launched the Extended Stay America Premier Suites brand in 2021.

How many properties will the Premier Suites brand include?

The Premier Suites brand will launch with over 30 properties.

What are the target daily rates for the new Premier Suites?

The target daily rates for the Premier Suites are between $80 and $100.

What is the purpose of rebranding existing hotels to Extended Stay America Suites?

Rebranding aims to clarify the product offering and attract more guests.

When will the Extended Stay America Premier Suites brand launch?

The brand is expected to launch in the second quarter of 2021.

What is Extended Stay America's strategy for franchise development?

The company anticipates growing its franchise community through new brand architecture.