Sonesta Debuts Two New ‘Soft’ Brands

Sonesta International Hotel Corporation on Monday announced the addition of two new soft brands to its portfolio.

The brands are Classico, A Sonesta Collection (Classico), which is aimed at the upper-upscale segment, and MOD, A Sonesta Collection (MOD), which is aimed at the upscale segment. Both brands will consist of independently owned hotels, all retaining their own names, identities, and designs.

Classico will be centered on blending “local authenticity and global appeal,” Sonesta said, with each property having its own signature local cuisine, high-touch service, and refined interiors. The first Classico property is the Z Ocean Hotel in Miami’s South Beach neighborhood, which opened on May 1, 2023.

MOD, on the other hand, will key in on personalization and travel needs, with each hotel featuring “eclectic interior designs and amenities,” including curated food options. The first MOD hotel will be Hotel 11 in Calgary, which is already open and operating.

The two brands make it 19 total for Sonesta Franchising, which debuted in the U.S. in September 2021.

"Sonesta is proud to unveil Classico and MOD, extending our suite of offerings with distinct brands that we believe will appeal to both franchisees and consumers," said Elizabeth Harlow, Sonesta's Chief Brand Officer. "Classico's upper-upscale identity is a unique alternative to The Royal and The James brands. MOD's modern upscale brand allows owners and developers to maintain the qualities that make their hotels unique."