COMMENT: The dual brand with extended stay

I never intended to have this edition of Canadian Lodging e-News become the dual-brand extended stay edition — but as the stories that follow show, some major players are looking at this phenomenon in a variety of market segments.

The Motel6/Studio6 combination one of the new dual branding players on the block.

The Motel6/Studio6 combination one of the new dual branding players on the block.

By
Colleen Isherwood, Editor

I never
intended to have this edition of Canadian Lodging e-News become the dual-brand
extended stay edition — but as the stories that follow show, some major players
are looking at this phenomenon in a variety of market segments. 

Hilton
has been dual branding, and including an extended stay property, for years — I
remember visiting the combination Homewood Suites/Hampton in Etobicoke a number
of years ago, and more recently experiencing the Homewood/Hampton combo north
of Calgary Airport when it was brand new. More recently, Sunray is rebranding
the former Holiday Inn in Kitchener-Waterloo as a DoubleTree by Hilton/Home2
Suites by Hilton combination.

Marriott
has also been in the game for awhile. Easton’s Group of Hotels opened a
stacked Courtyard/TownePlace tower in Markham three years ago. When I
interviewed Sandeep Gupta of Sunray, he mentioned the company’s dual-branded Oshawa TownePlace
Suites and Courtyard by Marriott. In the Openings, Sales and Renos section, New Castle just
topped off the 178-key
Courtyard by Marriott/Residence Inn hotel in Dartmouth, Nova Scotia.

In the
article about 100-plus Holiday Inn Express hotels in Canada, IHG’s Jonathan
Lund noted that they have seen a lot more dual-branded hotels, combining
Holiday Inn Express with Staybridge Suites and Candlewood Suites, both extended
stay brands. Examples include the Holiday Inn Express/Staybridge combination in
Niagara on the Lake. During my talk with Sunray, Sandeep Gupta mentioned that the old Holiday Inn in Cambridge will
become a dual-branded Holiday Inn Express and Staybridge Suites.

But the
big news is the new players on the block: Best Western and Realstar.

Ron Pohl
of Best Western talked about the two new Best Western/Executive Residency dual
brand properties in Canada, one in Medicine Hat and one in Calgary.  The Calgary property includes a Best Western
Plus/Executive Residency combination, playing in the upper midscale segment, while the
Medicine Hat property is a Best Western Premier/Executive Residency property, in
the upscale segment.

Realstar,
which franchises Motel 6 and Studio 6 in Canada, is promoting combinations of
the two brands under the same roof with a striking new design in the economy
sector.

The
advantages for Canadian operators are clear: smaller footprints, suitability
for secondary and tertiary markets, labour market advantages because extended
stay properties are less labour intensive, and the ability to promote two
different products on digital channels.

Shall we
call 2018 the Year of Dual Brands with Extended Stay?

RELATED STORIES:

Sunray doubles hotel count in just four years

Motel/Studio 6 combo: crisp, clean, economical

Best Western dual brands slated for Alberta

IHG tops 100 Holiday Inn Express in Canada