Sonesta launches rebate program, signs new franchisees

SONESTA INTERNATIONAL HOTELS introduced a 2 percent rebate program for franchisees using its procurement system with Sonesta-contracted suppliers through the Avendra program and other contracts. Also, the company recently signed 19 franchise agreements across six of its 13 brands, adding more than 1,600 keys to its pipeline.

“With our owner-centric approach at Sonesta, we believe in fostering strong, transparent relationships with our franchisees,” said Keith Pierce, Sonesta’s executive vice president and president of franchise and development. “Our procurement incentive program demonstrates our commitment to providing exceptional value and support to our owners. By offering to sponsor the technology and provide a significant financial benefit, we not only enhance our competitive edge but also can help our franchisees succeed and provide more reasons to grow with us."

Sonesta will pay this incentive quarterly as a credit on franchise fee statements, the statement said. Additionally, franchisees will receive a free mobile purchasing app to identify and purchase cost-saving products from Avendra and other key suppliers. The company will cover the cost of the EPRO technology, ensuring franchisees access tools without financial strain.

“Sonesta ensures transparency in its operations and treats franchisees with the same respect and consideration as its owned and managed properties,” said Paul Davis, Sonesta’s head of strategic sourcing.

19 new franchisees added

Sonesta signed 19 franchisees in the second quarter across six of its 13 brands including Sonesta Essential, Americas Best Value Inn by Sonesta and Knights Inn each added five hotels.  Two Sonesta Hotels & Resorts were added, while MOD Collection by Sonesta and Sonesta Simply Suites each added one property.

“These signed franchise agreements executed in the second quarter bolster our presence in certain key markets and represent the introduction of several new owners to Sonesta,” said Pierce. “The franchise accessibility of Sonesta’s diverse brands are fueling new development across the portfolio and creating opportunities for new franchisees across multiple market segments.”

The company also added more than 1,600 keys to its pipeline. Sonesta said.

“Sonesta’s unique approach to market segmentation and differentiation distinguishes us from competitors and promotes opportunities for our franchisees to stand out in each market,” said Brian Quinn, Sonesta’s chief development officer. “Our diversified offerings across key industry segments cater to all types of travelers and owners, bringing reasonable and effective brand standards to the table that help ensure hotels are primed for seamless conversions to Sonesta brands.”

In May, around 1,300 attendees, including franchisees and Sonesta staff, gathered at The Venetian Resort Las Vegas for the conference and trade show. The company also completed its integration with Red Lion Hotels Corp., launching a unified loyalty program, Sonesta Travel Pass, and a combined website.