SureStay Hotel Sonora in Sonora, Texas, opened on Monday. Pratik Patel owns the 54-unit property, which was previously the Best Western Sonora Inn.

SureStay Hotels is a brand family owned by Best Western Hotels & Resorts. Introduced a year ago, SureStay is the membership-based company’s first franchising business. Many Best Western members who have switched to SureStay do so because they do not want to invest in a PIP. The SureStay license agreement does not mandate a PIP, and instead depends on guest online reviews to maintain the hotel’s quality rating and drive improvements. SureStay also gives owners of exterior-corridor hotels and two-story hotels without an elevator – structures that no longer meet Best Western brand standards – an opportunity to remain in the Best Western reservation and marketing system.

The SureStay Hotel Sonora is a two-story, exterior-corridor property with an outdoor pool and a fitness center.

It sits along a state highway just off Interstate 10. Adjacent are a gas station and a convenience store. The hotel is near outdoor venues and museums. Vijay Jadeja is general manager.