Tag #Sonesta

What is the core strategy behind Sonesta's brand repositioning, and how does it differentiate them in the competitive hospitality market?

Sonesta Hotels & Resorts, expanding from 60 to over 1,100 hotels, has repositioned its brand around wellness, discovery, and fun, focusing on creating a 'space to reconnect'. This human-centric approach, unlike typical wellness retreats, offers affordable ways to unwind and be present, differentiating it from competitors like Hilton and Marriott. The brand emphasizes emotional connections over functional benefits, aiming for resonance with guests.