Extended-stay, today’s your day.
This once-overlooked market segment is exploding across the United States. In mid-2016, more than 40,000 extended-stay rooms were under construction: the highest number in at least 17 years, Lodging magazine reports. Despite another 20,000 rooms opening in 2015, extended-stay rates grew and occupancy saw only a slight dip. Brands such as Element by Westin, Staybridge Suites, Residence Inn and Extended Stay America are all planning significant expansions.
Of course, all this growth means more competition. What are extended-stay hotels doing to win over guests and keep them coming back again — and again?
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| Courtyard by Marriott - Earth City, MO (Photo courtesy of Pinnacle South) |
What’s behind the growth in extended-stay properties?
One major driver is guests’ desire for a home-like experience. Call it the Airbnb effect: guests have become accustomed to staying in roomy, well-furnished spaces with the convenience of a kitchen. "An extended-stay hotel can deliver unique, personal touches and service amenities that Airbnb and other home stay businesses simply cannot, such as front-desk staff, maintenance staff, etc.," Bill Duncan, global head of Homewood Suites and Home2 Suites by Hilton, tells USA Today.
While the majority of extended-stay bookings are business-related, HotelPlanner.com reports “consistent growth” in leisure stays related to vacationing, moving, home remodeling and medical travel.
This last category is having a significant influence on the industry. Increasingly, patients are being treated with minimally invasive procedures that require only a short stay in the hospital, followed by a few check-ups. Or, they must travel to cities for long-term treatment, like chemo. Either way, most patients would prefer to stay in a comfortable hotel, with their families, than in a hospital room. Enter extended-stay hotels, which have been springing up near large urban medical centers all over the United States. The Edge, which opened in 2015 a block and a half from NewYork-Presbyterian Hospital, has maintained a steady occupancy rate of more than 80 percent.
How extended-stay properties can win guests’ loyalty
A social atmosphere: There’s an industrywide move toward making hotels into convivial social destinations, and extended stay is no exception. Newer properties have redesigned their lobbies to encourage guests to linger and mingle. Element by Westin, an upscale extended-stay brand, offers a “Relax Reception” in the evenings, with complimentary wines and hors d’oeuvres. The benefit: long-staying guests get to know each other and hotel staff, creating a true feeling that it’s home away from home.
Exceptionally well-trained staff: One afternoon, Edge operating partner Ari Sherizen was in the lobby waiting to meet a contractor when he saw a guest sobbing because her son had just died. The receptionist reached out and hugged her. “Our staff has to be really attuned to what people are going through emotionally,” Sherizen told the New York Times. Because extended-stay staff build relationships with guests over time, it’s essential to get — and train — the best people.
Easy, healthy food: Guests are no longer satisfied with vending-machine Cup O’Noodles. Element has a self-serve market in the lobby with ready-to-cook meals and healthy snacks. Roost, a boutique apartment-hotel chain in Philadelphia, offers grocery delivery services. WaterWalk, a new extended-stay concept in Wichita, does BYOB: Build Your Own Breakfast. Guests choose the ingredients they want from an online menu, which are then delivered to their room.
High-quality kitchen amenities: Having a kitchenette is the number-one reason to choose an extended-stay property, HotelPlanner.com found in a survey. Forty-four percent of guests named it their highest priority, ahead of other amenities like comfy beds, clean rooms, Wi-Fi and pet-friendly policies.
But all kitchens aren’t created equal. Why give guests the minimum — a few scratched pans and a low-end coffee maker — when you can surprise and delight them with more? Hamilton Beach Commercial makes durable kitchen appliances tailored to extended-stay guests’ needs.
- The 12-cup BrewStation coffee maker features single-cup dispensing, a programmable timer and versatile brewing options.
- The Power Elite Multi-Function Blender can handle any business traveler’s morning power smoothie or evening margarita. It’s is life-tested to blend 8,000 frozen drinks.
- The Black Ice Can Opener w/OpenMate™ is a hard-working addition to any extended-stay kitchen counter. Not only does it open cans with ease, but the OpenMate™ multi-tool opens bottle tops, hard plastic packages & pop-top cans.
- The 4-Slice Smart Toaster is made for guests’ convenience and safety with automatic shutoff, cool-touch sides and shock-resistant heating elements.
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