Redefining Guest Experience with an Industry Upstart in Hospitality Sector

locks in on delivering thoughtful guest experiences that set Sonesta apart from the norm in the world of hospitality. Elizabeth Harlow, their Chief Brand Officer, is spearheading an innovative strategy to position Sonesta as a haven of wellness-infused escapes, brimming with authenticity, discovery, and fun.

Previously underrated, Sonesta has leaped into the limelight, shaking off the shadows of larger brands. Harlow joined the company during an epoch of unprecedented growth, scaling from 60 hotels to over 1,100 nearly overnight. However, rapid expansion posed a challenge for many brands—clarity.

Harlow remarked on the previous brands within the company, noting that "no one could tell you the brand promise for each, who the target guest was, or what made us special." That issue has been tackled and squashed.

Crafting a brand promise for human connection

At a time when wellness has become a multi-billion-dollar industry, and travelers seek more than just plush bedding and Wi-Fi, Sonesta rooted its repositioning in consumer research and cultural relevance. The seeds of its renaissance were three core pillars: self-care, discovery, and fun—all anchored by a simple yet profound brand promise: "a space to reconnect."

Half of U.S. travelers claim wellness to be a lifestyle priority, with one-sixth ready to make hotel decisions based on well-being amenities. Seeing this as a golden opportunity, Sonesta is carving a niche in the hospitality market, catering to upscale travelers in competition with giants like Hilton and Marriott. But with a refreshingly human-centric twist.

"We're not trying to be a wellness brand per se," Harlow explained. "We're offering affordable, differentiated ways to unwind, to be present. It's our own unique spin."

Branding that resonates beyond the hype

Having spent decades guiding Fortune 500 brands, what Sonesta is doing brilliantly is building emotional utility, not just functional benefits. As I long contend, brands flourish when they move from being useful to being meaningful.

In a pilot hotel in Fort Lauderdale, a quaint poster featuring an affirmation inside an elevator struck a nerve with a guest, evoking a powerful emotional response. According to Harlow, the guest was so moved that they exclaimed, "Wow, I love how mindful this hotel is." This, Harlow says, is not marketing—it's resonance.

Experience-Led Loyalty and the Sonesta Shift

Sonesta is banking on its Travel Pass loyalty program, eschewing the traditional approach of emulating competitors' points mechanics. Instead, Sonesta aims to embed experiences that money can't buy into the program.

"It's those kinds of partnerships we're always searching for," Harlow explained. "We want to offer access our Travel Pass members won't get anywhere else."

A partnership with Rolling Stone Magazine is a case in point. Sonesta's collaboration, titled Musicians on Musicians, hosts intimate performances and conversations between emerging and established artists, creating one-of-a-kind experiences for participants. Last year in Chicago, Sonesta kicked off with Common and NoName for an impromptu performance that Common himself referenced in his freestyle.

A local touch at every turn

With a sprawling brand architecture featuring 15 distinct brands, Sonesta ensures a local flavor. For example, Royal Sonesta takes a keen interest in its locations' individuality, weaving local talents and culture into its properties. In Chicago, the focus was on local musicians, while in New Orleans, it's the same. Sonesta hotels will also companion guests with local recommendations for optional extra experiences when it comes to unwinding.

Catering to the needs of the next-gen travelers

In a fast-changing world, brand loyalty does not stem from points accrual but purpose. According to David Rosenberg, EVP of SSA Ventures, "we're seeing a powerful shift among the next generation of travelers - they're choosing destinations that reflect their personal values, especially around sustainability and conservation."

Sonesta is, in essence, providing moments of peace in the chaos of the world, scaling its operations without compromising on quality. Harlow ended our conversation with a smile, articulating the essence of Sonesta's repositioning: "every hotel has a bed and a pillow. That's not what makes you remember a stay." With its pillars of self-care, discovery, and fun, Sonesta just may become the brand you didn't know you needed—a brand that, with its rebranding, is staking a claim on something essential that today's travelers crave: genuine human connection.

Sonesta, under Chief Brand Officer Elizabeth Harlow, is repositioning as a brand that offers wellness-infused escapes, focusing on self-care, discovery, and fun, with a simple yet profound brand promise: "a space to reconnect."
Recognizing the growing importance of wellness as a lifestyle priority for travelers, Sonesta aims to carve a niche in the hospitality market, catering to upscale travelers who seek more than just plush bedding and Wi-Fi, in competition with giants like Hilton and Marriott.
Harlow emphasized that Sonesta is not just a wellness brand, but offers differentiated, affordable ways to unwind and be present, providing a refreshingly human-centric twist.
As Sonesta builds emotional utility and moves beyond functional benefits, it is creating unique experiences for its patrons, such as intimate performances and conversations with artists through its partnership with Rolling Stone Magazine.

Redefining Guest Experience with an Industry Upstart in Hospitality Sector