New SureStay Hotel Brand Heading for Texas

Best Western’s new SureStay white label is heading for a big push in the Texas lodging market this year. This new brand covers three segments of the market and is aimed at hotel conversions instead on new builds.

This new brand will pull double duty: providing an out for aging Best Westerns and conversions of other existing properties.

SureStay will offer several features to make the brand attractive to developers. No Property Improvement Plan (PIP) will be required which will be sure to help cash flow. The brand will provide an all-inclusive property management system, mobile-friendly websites for each property, 360-degree VR tours, marketing and sales tools and consulting services. The company will provide revenue management training and help desk support.

Best Western is focusing on three market segments with this imprint. The SureStay Hotel brand will be aimed at the upper level of the Budget segment competing with Motel 6, Americas Best Value, Days Inn and Howard Johnson. SureStay Plus Hotel brand is targeting the lower end of the Limited Service/Midscale market inhabited by Quality Inn and Baymont. The SureStay Signature Collection is a soft brand that will encompass boutique full-service hotels with local character.

Sales and marketing will be focused on electronic distribution with Search Engine Optimization (SEO) and Marketing (SEM). They will also provide support to manage online reviews and social media. The SureStay Rewards program will look to build customer loyalty.

To get this brand off the ground quickly, the company is offering attractive incentives. In addition to having no PIP, the first 100 hotels will have no royalty fee and 100% of Marketing and Technology fees will be spent on brand and hotel marketing. SureStay is offering a migration path for departing Best Western hotels and it is an option for properties that won’t qualify as a Best Western. SureStay is definitely looking to poach properties from other, underperforming brands.

AAHOA Fair Franchising principles have been incorporated from the start with reasonable early termination provisions, areas of protection, advisory committees and a minimal number of well-defined standards.

SureStay is looking to have 150 hotels up and running within 3 years and executives with the company have told Source Strategies that they expect to make a “giant splash” in Texas this year. We are definitely looking to see how this brand affects the lodging landscape in Texas. If you are interested in what this brand has to offer, take a look at the SureStay Hotel Group website.