Choice Hotels International is rebranding its Suburban Extended Stay Hotel brand to Suburban Studios, the company announced Tuesday.
Along with the name change, the brand will also roll out a new logo and room design.
Pat Pacious, president and CEO of the Rockville-Maryland-based hotel firm, said the rebranding is an opportunity to take advantage of the economy extended-stay segment, “the most profitable and resilient segment in the industry.”
“Any markets have extended-stay demand but very limited true extended-stay product, which creates a runway to add new supply,” Pacious said. “We see a large opportunity to create a quick, low-cost way to allow existing transient hotels in those markets to reposition those assets into economy extended-stay hotels.”
Anna Scozzafava, Choice's vice president of extended-stay brands, strategy and operations, said the company expects the revenue per available room of Suburban Studios to be in the $30-$40 range, with the average daily rate market-dependent.
Choice executives spent a lot of time ensuring the new room design can fit in any transient-market hotel room to ease the conversion process, Scozzafava said. The kitchen will be the focal point of the room while providing separation between work and relaxation, she said.
The first Suburban Studios conversion is underway in Chicago, with a goal of opening as early as this summer, Scozzafava said. Choice has 27 hotels in its Suburban development pipeline, she said.
