Service Properties Trust’s rebranding of many of its hotels to Sonesta properties took the brand from 50 hotels in 2020 to becoming the eighth largest hotel brand in the U.S., operating more than 1,100 properties across 13 distinct brands in 10 countries. The company’s expansion strategy has relied on franchise growth, brand diversification and strategic conversions.
Sonesta International Hotels Corporation has firmly established itself as one of the most dynamic growth stories in hospitality over the past several years. The brand went from 50 to 300 hotels overnight in March 2020, when its parent company, Service Properties Trust, rebranded many hotels as Sonesta properties. This expansion included converting hotels from brands such as Marriott, IHG and Wyndham into Sonesta properties. Now the eighth-largest hotel company in the U.S., Sonesta operates more than 1,100 properties across 13 distinct brands in 10 countries.
The company’s expansion strategy has relied on franchise growth, brand diversification and strategic conversions, adding thousands of rooms annually. In the second half of 2024 alone, Sonesta added 37 franchised hotels and more than 3,300 rooms. In early 2025, Sonesta continued that trajectory, executing 31 new franchise agreements and opening 10 hotels, contributing nearly 1,000 rooms across its portfolio.
This pace is part of a deliberate effort to provide developers and owners with brand flexibility that matches local market demands, while strengthening Sonesta’s presence in key U.S. and international destinations. From mid-scale extended-stay properties to upper-upscale full-service hotels, Sonesta’s growing footprint now offers meeting planners a broader selection of venues suited for business and events of all sizes.
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Diverse Brands with Meetings Value
Sonesta’s portfolio is broad by design: a mix of full-service luxury properties, lifestyle brands, extended-stay offerings, focused-service hotels and economy options.
Royal Sonesta: The crown jewel of the portfolio, Royal Sonesta properties deliver full-service amenities, significant meeting space and destination appeal. These hotels are ideal for corporate conferences, large group events, incentives and multi-day programs because they often offer ballrooms, breakout rooms, advanced AV and on-site catering. Locations such as Royal Sonesta Chicago River North and Royal Sonesta New Orleans exemplify the brand’s flagship market presence.
Sonesta Hotels, Resorts & Cruises: This brand blends full-service hospitality with lifestyle elements, making it suitable for both business and leisure groups. Resorts under this banner often provide significant indoor/outdoor event spaces, team-building options and memorable backdrops for incentive groups. Ships cruise the Nile River.
The James Hotels: A lifestyle-oriented brand that appeals to planners seeking contemporary design and experiential venues for executive retreats, client entertainment or small and mid-sized meetings. These properties balance urban ambience with event functionality.
Sonesta Select: Positioned as an upscale focused-service brand, Sonesta Select is expanding rapidly across business corridors and secondary markets. While not designed for large conferences, these hotels often provide flexible meeting rooms, business centers and spaces suitable for regional training sessions, board meetings and team summits.
Classico Collection by Sonesta & MOD Collection by Sonesta: These soft brands within the Sonesta family allow unique independent hotels to maintain their character while benefiting from Sonesta’s systems and loyalty program. Planners seeking boutique or locally inspired venues with flexible event space and strong food-and-beverage options should explore these collections.
Sonesta Extended-Stay Suites & Sonesta Simply Suites: Ideal for extended-stay business travel, long projects and residential group needs, these properties offer spacious suites with kitchenettes, comfortable common spaces and meeting “touchdown” areas. While not traditional meeting venues, they support group travel logistics and overflow needs.
Read More: The Continued Rise of the Extended-stay Hotel
Sonesta Essential Hotels: A mid-scale brand with essential services and efficient layouts, Sonesta Essential properties are a pragmatic choice for affordable blocks in secondary markets. These hotels offer smaller meeting rooms, making them ideal for regional training sessions, small team gatherings or executive briefings.
Compliance and Meetings Excellence Initiatives
Sonesta has differentiated itself with industry-specific credentials. In 2025, the company partnered with Meeting Professionals International (MPI) to become the first major hotel brand with HMCC Verified Venues across its full-service portfolio—a meaningful credential for planners in healthcare and regulated industries who demand compliance standards in site selection.
In a recent interview, Brian Macaluso, vice president of global sales at Sonesta, said, “Through this partnership with MPI, we trained our staff across Sonesta full-service properties to give them the expertise necessary to host compliant and seamless medical meetings.”
Why Planners Should Care
For meeting planners, Sonesta’s expanding brand roster means greater geographic and segment coverage—from luxury urban conferences to extended-stay staff housing, from boutique lifestyle gatherings to compliance-verified medical meetings. Its loyalty program, Sonesta Travel Pass, further enhances value by allowing planners and attendees to earn and redeem points across most brands.
In an industry where flexibility, space diversity and brand support matter, Sonesta’s growth strategy and portfolio depth make it a compelling partner for planners designing meetings in established hubs and emerging markets alike.
