ESA’s Greg Juceam on New Select Suites Brand

At The Lodging Convention 2022, LODGING had the probability to sit down with Prolonged Stay America (ESA) President and CEO, Greg Juceam, to understand a lot more about ESA’s newly released Pick Suites manufacturer, whose attractiveness to a lot more value-mindful guests may well be viewed as a counterpoint to the Leading Suites model it introduced just a yr ago at a better value level. Extended Keep The united states Choose Suites released with approximately 100 qualities in 30 distinctive states. Juceam mentioned, “We’re basically launching at scale these 100 homes aren’t just signed, they are open up, ready for enterprise, and component of the system.”

What’s the story guiding this brand?

When our 27-year-outdated brand name began out, we considered there was this single monolithic prolonged-stay phase. Despite the fact that our core model is nicely recognized and has been pretty successful, over time, we have gotten to know the industry and the shoppers superior. We have learned that extended-keep can be super luxury all the way down to super economic climate. In recognition of these variations, a small underneath a 12 months in the past, we launched a far more upscale prolonged-continue to be brand—Extended Keep The usa Premier Suites—because we had discovered a important total of chance with that immediately adjacent significantly less-rate-delicate consumer. With this 3rd addition to our brand name segmentation, we’re just definitely tapping into much more marketplaces in which our model historically was not able to go, at a price stage slightly under our main supplying from an ADR standpoint.

The addition of the Extended Continue to be The usa Pick Suites brand name to our portfolio will allow for our visitors and franchisees to pick out from 3 unique brand names at three various rate points. For franchisees, the new brand name has a compelling benefit proposition and economical performance.

What are the differentiators that set ESA resorts apart from other individuals in the phase?

First, unlike more substantial platforms taking part in in the prolonged-continue to be place, with brand names that could possibly characterize a single-digit percentage of overall distribution and revenue, we are 100 p.c focused on serving the wants of attendees staying 7 or extra nights. All ESA makes have complete-support kitchens with full-measurement refrigerators and cooktops. It is unlikely that the huge companies dabbling in the space would be uniquely tailoring their offering—whether it’s the reservation supply system or even how they provide guests —for all those staying seven or a lot more evenings.

What are the distinct functions that allow a lower selling price point for clients and a reasonable ROI for franchisees?

First, this is a conversion model with an operating model that permits for additional labor savings. Compared with our other properties, which are open up 24/7, it will shut down at night and open in the morning, like other properties in this section. We’re also saving charges by not providing breakfast.

Can you explain the start as it is occurring and its impression on entrepreneurs and franchisors?

We are ready to kick this off with 100 lodges proper from the start—basically launching at scale—because we obtained about 120 resorts in February of roughly 120 hotels across 30 states. Even though we possess most of them, they are not still managed or branded by us that will have to come about little by little. Having said that, compared with brands that are mostly franchisers but may possess or control some inns, we are in all a few spots: we very own, deal with, and franchise, and, with this launch of 100 lodges of our personal, we are exhibiting franchisees that we as franchisors have pores and skin in the recreation, that we have to take in our very own cooking, so to converse. They see that if we generate a model regular, we have to dwell by the expectations we place in put. This is anything that instills assurance in the long term of the brand name, some thing I regard as a major differentiator.