Reinventing Hospitality's Norm: An Unassuming Player Unveils an Innovative Approach to Customer Service
In the competitive world of hospitality, Sonesta Hotels & Resorts is stepping out from the shadows and into the spotlight, offering a wellness-infused escape that's anything but generic. During a period of rapid expansion, Elizabeth Harlow, Chief Brand Officer, recognized the need for clarity in their brand identity to stand out.
Emotional Utility Beyond Buzzwords
Sonesta zeroed in on self-care, discovery, and fun as their primary pillars, creating a simple but powerful brand promise: a space to reconnect. According to Harlow, this approach resonated with a staggering 60% of U.S. travelers who view wellness as a lifestyle priority, as well as those seeking a dash of joy after a tough year.
This repositioning places Sonesta in the upscale segment, rivaling heavyweights like Hilton and Marriott, yet with a decidedly human-centric twist. As Harlow explained, "We're not trying to be a wellness brand per se. We're offering affordable, differentiated ways to unwind, to be present."
Transforming Loyalty through Experiences
Loyalty goes beyond transactional rewards in Sonesta's eyes. Their Travel Pass program focuses on offering experiences that can't be bought with cash, like intimate performances and conversations between artists, which they call "money-can't-buy experiences."
The brand's unique partnership with Rolling Stone Magazine exemplifies this approach. Last year in Chicago, Sonesta launched the "Musicians on Musicians" series, featuring an impromptu performance by Common and NoName that left a lasting impression.
Tailored Experiences and Local Flavor
Sonesta's brand umbrella includes 15 distinct brands, with Royal Sonesta focusing on local individuality. By collaborating with local artists and destinations, Sonesta embeds itself in the cityscape, catering to the needs of the next generation of travelers who prioritize authenticity and sustainability. While Sonesta Hotels & Resorts doesn't emphasize local activations as much as Royal Sonesta, they are open to personalizing experiences based on location.
Crafting Memorable Guest Experiences
At the end of the day, Sonesta aims to create memorable stays through its focus on wellness, discovery, and fun. Rather than relying on gimmicks, they seek to provide genuine, tailored experiences that resonate with guests. As Harlow said, "Every hotel has a bed and a pillow. That's not what makes you remember a stay."
By prioritizing emotional utility and meaningful experiences, Sonesta Hotels & Resorts is carving out its place in the hospitality industry, proving that thoughtful, affordable, and accessible hospitality can lead to a sense of calm in an otherwise chaotic world.
- Sonesta Hotels & Resorts delves into science and mental health, creating a unique brand promise: a space where guests can reconnect.
- Elizabeth Harlow, Chief Brand Officer, recognizes the importance of lifestyle priorities, such as health-and-wellness, fitness-and-exercise, and nutrition, in modern travel.
- Sonesta's loyalty program, Travel Pass, offers experiences beyond the transactional, like fashion-and-beauty events and food-and-drink collaborations, that money can't buy.
- In the pursuit of authenticity and sustainability, Sonesta collaborates with local artists and destinations, catering to the interests of travelers who prioritize home-and-garden and relationships.
- Sonesta aims to create memorable stays by focusing on wellness, discovery, and fun, rather than relying on generic or gimmicky experiences.
- As Sonesta Hotels & Resorts continues to expand, it aims to carve out a niche in the hospitality industry by providing thoughtful, affordable, and accessible hospitality that promotes a sense of calm in the travelers' lives, offering a wellness-infused escape that keeps travel, sports, and other personal interests in mind.
