In 2020, Sonesta International Hotels expanded its portfolio by acquiring almost 60 Courtyard by Marriott properties across the US. The properties were “select-service” locations, a new portfolio to the Sonesta brand. A hybrid between limited- and full-service accommodations, select-service properties offer affordable pricing without compromising on in-room amenities. Sonesta tasked Point B with developing an entirely new brand, voice and style guide for the new division of the Sonesta family.

Point B developed a comprehensive brand strategy and positioning for the new line of properties, Sonesta Select. The new brand is optimistic, positive and helpful with a friendly voice, encouraging guests to “feel like a local” with convenient locations in the hearts of communities. The fresh voice and lighthearted, playful personality distinguish Sonesta Select as a warm and welcoming place to be.

Sonesta Hotels successfully integrated Sonesta Select into its portfolio, with 63 properties in the US and over 8,800 rooms. The new select-service brand expanded Sonesta’s presence in key markets and strengthened its brand portfolio, resulting in increased brand recognition and market share.