ESA’s Greg Juceam on New Choose Suites Emblem


Greg Juceam
Picture Credit score: Tony Powell

At The Accommodation Convention 2022, LODGING had the risk to sit down down with Prolonged Keep The usa (ESA) President and CEO, Greg Juceam, to be informed extra about ESA’s newly introduced Choose Suites logo, whose enchantment to extra value-conscious visitors may well be observed as a counterpoint to the Premier Suites logo it presented only a 12 months in the past at a better charge level. Prolonged Keep The usa Choose Suites introduced with just about 100 homes in 30 other states. Juceam stated, “We’re mainly launching at scale; those 100 homes aren’t simply signed, they’re open, able for industry, and a part of the machine.”

What’s the tale in the back of this logo?

When our 27-year-old logo began out, we concept there used to be this unmarried monolithic extended-stay phase. Even supposing our core logo is widely recognized and has been very a success, through the years, we’ve gotten to understand the trade and the shoppers higher. We’ve realized that extended-stay can also be tremendous luxurious all of the method all the way down to tremendous financial system. In reputation of the ones variations, a bit beneath a 12 months in the past, we introduced a extra upscale extended-stay logo—Prolonged Keep The usa Premier Suites—as a result of we had known a vital quantity of alternative with that straight away adjoining less-price-sensitive buyer. With this 3rd addition to our logo segmentation, we’re simply in point of fact tapping into extra markets the place our logo traditionally used to be not able to move, at a value level fairly under our core providing from an ADR point of view.

The addition of the Prolonged Keep The usa Choose Suites logo to our portfolio will permit our visitors and franchisees to choose from 3 other manufacturers at 3 other charge issues. For franchisees, the brand new logo has a compelling price proposition and monetary potency.

What are the differentiators that set ESA resorts except for others within the phase?

First, not like greater platforms taking part in within the extended-stay area, with manufacturers that may constitute a single-digit share of total distribution and earnings, we’re one hundred pc thinking about serving the wishes of visitors staying seven or extra nights. All ESA manufacturers have full-service kitchens with full-size fridges and cooktops. It’s not going that the large corporations dabbling within the area could be uniquely tailoring their providing—whether or not it’s the reservation supply platform and even how they serve visitors —for the ones staying seven or extra nights.

What are the precise options that allow a lower cost level for patrons and a cheap ROI for franchisees?

First, it is a conversion logo with an running fashion that permits for added hard work financial savings. In contrast to our different homes, which might be open 24/7, it’s going to close down at night time and open within the morning, like different homes on this phase. We’re additionally saving prices by way of no longer offering breakfast.

Are you able to describe the release because it is occurring and its affect on house owners and franchisors?

We’re ready to kick this off with 100 resorts proper from the beginning—mainly launching at scale—as a result of we received about 120 resorts in February of kind of 120 resorts throughout 30 states. Even supposing we personal maximum of them, they don’t seem to be but controlled or branded by way of us; that should occur regularly. On the other hand, not like manufacturers which are principally franchisers however might personal or arrange some resorts, we’re in all 3 spaces: we personal, arrange, and franchise, and, with this release of 100 resorts of our personal, we’re appearing franchisees that we as franchisors have pores and skin within the sport, that we need to consume our personal cooking, to be able to talk. They see that if we create a logo same old, we need to are living by way of the criteria we installed position. That is one thing that instills self belief sooner or later of the emblem, one thing I regard as a vital differentiator.



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