Choice Hotels launches new extended stay brand
Choice Hotels International Inc. has unveiled a new midscale extended stay concept.
Everhome Suites will fill the gap for an underserved segment in the US, the company says.
It has spent the past year developing the brand with existing owners.
The apartment-style accommodations will comprise three categories – a king suite, a double queen suite, and a one-bedroom suite.
Each unit will have a fully equipped kitchen, a workstation and a full-size closet.
Amenities will typically include a fitness center, a business center, 24/7 self-service food options and a swimming pool in some markets.
Choice has already signed 13 agreements for the new brand in suburban areas of Los Angeles and Austin, TX.
Everhome Suites will debut in 2021 in Corona, near Anaheim, California.
"This is the first brand to be launched in the heart of midscale extended stay in over a decade," said Choice chief development officer David Pepper.
"Most hotels in this segment average about 15 years old. We believe there is much hidden demand in extended stay looking for a home like this."
The company is targeting the ‘value-conscious customer’ typically staying six to seven nights, said Choice CEO Patrick Pacious.
Choice also operates the MainStay Suites midscale extended stay brand, as well as the WoodSpring Suites and Suburban Extended Stay economy brands.
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