NASHVILLE, Tennessee — The strength of extended-stay hotel performance has led to a sea of new brands across the industry, but Extended Stay America Chief Operating Officer Liz Uber said the company isn't shying away from efforts to stand out.
Uber, who joined ESA in November 2022, said during a video interview at the 2023 Hotel Data Conference that new brands focused on the extended-stay guest are cropping up almost daily.
"Our goal and our focus at Extended Stay America is to continue to be laser-focused on that long-term stay guest, ensure that we are ... giving them the accommodations that they are looking for," Uber said. "For our hotels, we have over 80% of our guests stay seven-plus nights, and that really is a successful extended-stay platform."
In late 2022, Extended Stay America launched its third brand, Extended Stay America Select Suites. Select Suites is an economy extended-stay brand.
Its other brands include Extended Stay America Premier Suites and Extended Stay America Suites.
ESA has invested in technology improvements, including artificial intelligence in its call center. The company is also in the process of rolling out an enhanced central reservation system.
In terms of cutting costs, there aren't as many opportunities within economy and midscale hotels, Uber said.
But the biggest opportunity for ESA is ensuring its labor is efficiently monitored.
"Turnover is very costly, so we have spent a lot of time really focusing at ESA on making it a place that people want to work. What we've found out ... is people are looking for a purpose in why they come to work every day," she said. "At ESA, our purpose is very clear. Our goal is to build a better life for them and their families. That not only goes for our associates but also for our guests."
For more from HNN's interview with Extended Stay America's Liz Uber, watch the video above.