EXTENDED STAY LEADS THE PACK
In an industry of happy people, owners and operators of extended-stay hotels may be the happiest. Business remains strong, and demand continues to outpace supply growth and two segment leaders — HVM and Choice Hotels — are taking steps to stay in the lead.
HVM L.L.C. recently unveiled a redesign of its Extended Stay Deluxe brand aimed at the mid-scale sector. Through parent company The Blackstone Group, HVM has in the past two years acquired the 16-unit Sierra Suites chain and 30 former Wellesley Inn and Suites properties to form the core of the Deluxe brand.
The redesign covers all aspects of the product. Guest units were brightened and equipped with plush bedding, pillow-top mattresses and oversized couches and chairs. Amenity packages include full kitchens, enhanced TV offerings, work desks and wireless Internet. Other additions: free remote printer, free continental breakfast, DVD players in rooms with a free DVD lobby kiosk and alarm clocks with mp3 docking stations.
About half of the 64 Extended Stay Deluxe properties have the new look. The chain expects to have more than 100 units by the end of the year, partially through conversions of some of the company's StudioPLUS hotels.
Led by Vice President Kevin Lewis, Choice Hotels has revamped its extended stay development, franchise services and sales support teams to drive unit growth in the segment. Late last year, Choice purchased Suburban Extended Stay and paired it with its MainStay Suites product.
MainStay recently opened its 27th property, while the 66th Suburban recently opened in Dayton, OH.
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