Sonesta Hotels & Resorts, the venerable Boston-based hotel company, has a new name, logo, website and market positioning. The 60-year-old company with 26 hotels, resorts and cruise ships is now known as Sonesta Collection, a name company officials says better reflects its ability to capture the culture and location at each property.

Last year, Sonesta hired a branding company to examine its positioning, both internally and to customers. The process included an internal audit, external brand usage audit, focus groups and competitor analysis and yielded a refreshed logo and new campaign that focuses on what separates Sonesta from other hotel brands.

The campaign's tagline, “What's Your Passion?”, highlights a number of Sonesta's unique attributes: its emphasis on culinary creativity, design and architecture specific to each property, a museum-quality contemporary art collection and high levels of personal service.

The chain also recently announced its first property in Mexico, the 460-room Sonesta Gran Posada Resort, a beachfront property in the state of Sonora and a five-hour drive from Tucson, AZ. Playa de San Carlos LLC is developer of the condo hotel. The resort opens in 2009.

Amenities include a 600-foot beach, tropical-themed pool, full-service spa and wellness center, conference space and several f&b outlets. Accommodations are one- two- and three-bedroom condos with large kitchens, marble bathrooms, nine-foot ceilings, private terraces and wall-to-wall windows.

Reprints and Licensing
© 2014 Penton Media Inc.

Acceptable Use Policy
blog comments powered by Disqus

Most Recent

More Recent Articles

Career Center

Quick Job Search
Enter Keyword(s):
Enter a City:

Select a State:

Select a Category:
Franchise Fact File Top Brands
Brand Company Basics Top Management Companies
Owners & Operators Industry Consultants
Industry Associations Industry Events
Design Firms Purchasing Companies
Top Ownership Groups

Click here to view all of the Lodging Hospitality Photo Galleries

Accor Best Western
Carlson Rezidor Choice
Hilton Hyatt
IHG La Quinta
Marriott Starwood
Vantage Wyndham

Free Product Information
News and Trends for the Hotel, Motel, and Hospitality Markets.

Lodging Hospitality eReport
Lodging Hospitality electronic newsletters are FREE to requested subscribers.

Lodging Hospitality Resource Center
The Lodging Hospitality Resource Center is the ultimate resource to find products and services to build, equip, and renovate hotels, motels and resorts.

Subscribe / Renew
Visit our subscription center to subscribe or renew your subscription to Lodging Hospitality.

Visit our webinars page to view all our upcoming and on demand webinars.

Visit our White Papers page to view all our current White Papers.