Sonesta Unveils Details of The James – Its New Lifestyle Brand

Sonesta International Hotels Corporation (Sonesta) announced on January 12, 2023, the inclusion of The James brand to the Sonesta Franchise portfolio in the United States and Latin America, providing franchisees with a high-end lifestyle alternative in major urban and resort tourist regions.

The James Nomad in New York (which includes Scarpetta Restaurant and The Seville) is currently the template for future properties under the license arrangement. Sonesta will rebrand two of its managed properties, The Royal Sonesta Chicago River North and The Royal Sonesta Washington DC Dupont Circle, to The James brand later this year.

“The James is a lifestyle brand that provides guests with a unique hospitality experience based on high-quality services and amenities supported by a timeless design,” said Elizabeth Harlow, Chief Marketing and Brand Officer of Sonesta. “The James’ ambiance is locally inspired, influenced by each hotel’s local community to provide each traveler with a memorable guest experience. The James’ hallmark is its commitment to creating an emotional connection with each guest.”

The James brand caters to both travelers and local guests, each delivering a distinct experience. Each hotel will collaborate with restaurateurs to convert each restaurant into a destination by providing destination-worthy drinks and food.

“Adding The James to our franchise portfolio meets our goal of expanding our Upper-Upscale and lifestyle market offerings and helps position Sonesta as an industry leader in franchising,” said Brian Quinn, Chief Development Officer of Sonesta. “The James is a sophisticated urban retreat that appeals to a broad, affluent, and multigenerational audience. The introduction of this brand is another example of the exciting ways we are developing and evolving Sonesta’s growing franchise portfolio.”

Sonesta Franchising made its debut in the United States in September 2021, with a comprehensive platform of franchise services, hotel operations, and franchise support. Sonesta Franchising, with 14 industry-leading brands, provides a comprehensive variety of hotel services to meet the demands of every sort of traveler.