Redefining Hospitality: An Unassuming Contender Transforms the Patron's Journey

In the world of hospitality, Sonesta Hotels & Resorts is stepping out from the shadows, redefining itself as a welcoming haven for weary travelers. Originally a modest player in the hotel industry, Sonesta is now aiming high, striving to be more than just another chain - it aspires to be a sanctuary rooted in self-care, discovery, and joy.

The mastermind behind this transformation is Elizabeth Harlow, the Chief Brand Officer at Sonesta. Pushed into rapid expansion, the company boasted a portfolio of 60 hotels, suddenly growing to over 1,100 almost overnight. With growth came confusion, as it became difficult to unravel what each brand stood for.

"They were brands in name only. No one could tell you the brand promise for each, who the target guest was, or what made us special," Harlow said bluntly. Fortunately, those days are over.

A Brand Promise Rooted in Humanity

In an era where wellness is big business and travelers crave more than a thread-count checklist, Sonesta anchored its transformation in consumer research and cultural relevance. The result? Three core pillars: self-care, discovery, and fun - all anchored by a simple, yet catchy brand promise: "a space to reconnect."

"We found that about 60% of U.S. travelers say wellness is a lifestyle priority, and 16% say they'll make hotel decisions based on well-being amenities," Harlow shared. "So we saw that as an opportunity."

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However, Harlow also noted a more subtle insight: post-pandemic, people needed more than just mindfulness. They craved fun. "There was this craving for joy," she admitted. "So we baked that into our brand DNA."

This isn't a luxury wellness retreat à la Canyon Ranch. Instead, Sonesta occupies the upscale segment, competing with giants like Hilton and Marriott-but with a human touch that sets it apart.

"We're not trying to be a wellness brand per se," she explained. "We're offering affordable, differentiated ways to unwind, to be present. It's our own unique spin."

Branding Beyond Buzzwords

From a seasoned brand advisor's perspective, Sonesta's approach is striking. What they're doing well is building emotional utility, not just functional benefits. As I've often observed, brands grow when they move from being useful to being meaningful.

In one pilot hotel in Fort Lauderdale, a simple affirmation poster tucked inside an elevator elicited an unexpected guest reaction.

"They stepped back, looked at the poster and said, 'Wow, I love how mindful this hotel is,'" Harlow recalled. "That was the biggest kind of reward." That's not marketing. That's resonance.

Experience-Led Loyalty and the Sonesta Shift

Sonesta is banking big on its Travel Pass loyalty program, not by copying competitors, but by crafting experiences that money can't buy.

"It's those kinds of partnerships we're always searching for," Harlow explained. "We want to offer access our Travel Pass members won't get anywhere else."

The brand's partnership with Rolling Stone Magazine is an example. The program, titled Musicians on Musicians, features intimate performances and conversations between emerging and established artists.

"Last year in Chicago, we launched with Common and NoName," said Harlow. "It was amazing. We had this impromptu performance, and Common actually called us out in his freestyle."

These events create what she calls "money-can't-buy experiences" that elevate brand loyalty from transactional to emotional.

Local Flavor with Strategic Precision

Sonesta's brand portfolio includes 15 brands, with Royal Sonesta focusing heavily on local individuality.

"In Chicago, we had two local artists for our Rolling Stone event," Harlow explained. "In New Orleans, it's the same-local musicians. It's all about tying back to the city."

Though Sonesta Hotels & Resorts doesn't emphasize local activation to the same degree, the brand is open to location-specific touches.

"It could be a local Yoga studio, a bookshop, a walk our front desk agent recommends," Harlow noted. "Unwinding looks different for everyone."

The Needs of Next Gen Travelers

In branding, loyalty doesn't come from points. It comes from purpose.

According to David Rosenberg, EVP of SSA Ventures, "We're seeing a powerful shift among the next generation of travelers - they're choosing destinations that reflect their personal values, especially around sustainability and conservation."

Sonesta is demonstrating that thoughtful, affordable, and accessible hospitality can offer moments of tranquility in an increasingly chaotic world - and do it at scale.

"Every hotel has a bed and a pillow," Harlow told me with a smile. "That's not what makes you remember a stay."

She's right. You remember how a place made you feel.

And Sonesta, with its pillars of self-care, discovery, and fun, just might become the brand you didn't know you needed.

Sonesta, under the leadership of Elizabeth Harlow, is rebranding itself as a sanctuary, with a focus on self-care, discovery, and joy, aiming to be more than just another hotel chain.
In a globe that values wellness and adventure, Sonesta is rooted in consumer research and cultural relevance, offering an upscale experience that competes with giants like Hilton and Marriott.
To create a brand that resonates, Sonesta focuses on emotional utility, not just functional benefits, as seen in their partnership with Rolling Stone Magazine for exclusive, money-can't-buy experiences like intimate music events.
Recognizing the post-pandemic need for more than just mindfulness, Sonesta incorporates fun elements into its brand DNA, avoiding the image of a luxury wellness retreat.
Sonesta's Travel Pass loyalty program is unique, offering experiences that money can't buy, such as exclusive performances and conversations between artists, to foster emotional loyalty among its customers.