Published on Wednesday, January 29, 2020

Choice Hotels unveils new extended stay brand

Choice Hotels International Inc has unveiled a new midscale extended stay concept.

Called Everhome Suites, the brand will fill the gap for an underserved segment in the US, the company said.

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 centre, a business centre, 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, Texas.

Everhome Suites will debut in 2021 in Corona, near Anaheim, California.

Choice chief development officer David Pepper said: "This is the first brand to be launched in the heart of midscale extended stay in over a decade

"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."

Choice CEO Patrick Pacious added the company is targeting the 'value-conscious customer' typically staying six to seven nights.

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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