NEWS
Sonesta accelerates franchise strategy as Laxmi Hotels Group converts 18 Sonesta Select properties
Sonesta International Hotels Corporation has expanded its franchise network with the transition of 18 hotels operated by Laxmi Hotels Group, marking the first major milestone in the planned sale of 113 managed properties. Completed by the end of September, the conversions underscore the company’s asset-right, franchise-forward strategy and the speed of its changeover processes. Eleven of the newly transitioned hotels will be managed directly by Laxmi, with seven operated by Ark Hospitality. All assets retain the Sonesta Select flag, maintaining brand standards, amenities and participation in Sonesta Travel Pass.
The latest move is part of a broader realignment announced in 2024, under which 113 managed hotels are being sold to four strategic partners that will enter long-term franchise agreements with Sonesta. The total portfolio earmarked in that program includes 30 Sonesta Select upscale hotels, 44 Sonesta ES Suites upscale extended stay hotels and 39 Sonesta Simply Suites mid-priced extended stay hotels. As those conversions complete, they are expected to add up to 14,803 rooms across 28 states to Sonesta’s franchised portfolio, which at the end of September stood at 62,444 rooms and 886 properties. The 18 hotels just transitioned span Florida, Georgia, New Jersey, Tennessee, Indiana, Kansas, Massachusetts, North Carolina, South Carolina and Pennsylvania, preserving loyalty benefits for guests through Sonesta Travel Pass. The execution demonstrates close collaboration between the franchisor and new owners, with Keith Pierce and Kunal Dave cited as key leaders behind the rollout and the deepening owner-franchisee relationship that underpins Sonesta’s growth model.
Source: Sonesta International Hotels Corporation
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