Hotel Brands Offer Suite Alternative to Airbnb

Despite the 2016 launch of third party booking functionality for business travel stays, Airbnb still does not offer travel agents the capability to book their leisure-traveling clients. Certainly, there are alternatives available to travel agents, like the affiliate platform offered by Expedia’s HomeAway and TravelProRentals from Redawning.com, which has 85,000 vacation rentals and pays 10 percent commission.

Moreover, not all travel professionals may be comfortable booking clients into alternative lodging, not necessarily having guarantees of the rentals’ cleanliness, security or functionality of amenities.

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However, travel professionals can still sell clients on all the benefits of a vacation rental—a kitchen in which to cook meals, space to spread out and the ability to “live like a local”—in the form of a branded all-suite hotel product.

Typically designed with the extended stay market in mind, these suites are replete with creature comforts while also having the reassurances of brand standards, including a front desk that operates 24/7, making them a viable choice for leisure travelers who want an Airbnb-like experience.

In fact, it is because these hotels cater to extended stay guests that their staff is usually ahead of the curve in servicing guest requests. According to Rick Colling, global head, Homewood Suites by Hilton, one hotel gifted a guest a set of hot sauces after he commented to the general manager that he enjoyed the hotel’s fare, but was accustomed to spicier food.

The brand also offers its guests grocery shopping services and housekeeping on select days of guests’ choosing rather than daily. “Because we see guests who stay at our properties for an extended amount of time, our property teams get requests that run the gamut," Colling said. "And that’s where we’ve worked hard to build a culture of customer service where our staff, from suite keeping to the front desk, are trained and empowered to exceed expectations on these requests.”

Inclusions beyond the basics of room configurations are also presented in detail at the time of booking. In addition to fully equipped kitchens, it’s not uncommon for this hotel segment to select dining offerings. Guests at Sonesta ES Suites, the company’s extended stay brand, can enjoy a complimentary hot breakfast daily as well as an evening social event.

“Extended stay hotels set themselves apart from all other long term stay options, whether it’s full service or limited service hotels or Airbnb, in a variety of ways,” explained Scott Weiler, vice president of marketing and communication at Sonesta International Hotels Corporation.

“Evening Social at Sonesta ES Suites really offers a time for our guests—especially the road warriors—to have a human connection with other guests at the hotel and a reason to come out of their room and engage with our staff, too.” The twice-daily spreads are also popular with families for the social aspect, as well as their practicality and value.

Home2 Suites and Homewood Suites also offer complimentary breakfast as well as an outdoor grilling area in most locations so guests can have a barbecue as they might at home.

Additionally, Home2 Suites by Hilton’s global head Andrian Kurre also points out that hotel brands also have a deep relationship with hotel owners because both the brand and owners share the common goal of consistently driving revenue. That objective cannot be achieved without a loyal following of guests, and this is where extended stay hotels differ from the vacation rental market.

The latter doesn’t necessarily have a verifiable check on the quality of the products presented on its platform—even if a rental unit receives consistently bad reviews from guests. On the other hand, all suites and extended stay brands have more at stake. The success of a single all suites hotel can result in the owner’s investment in others.

“It’s true that hotel brands must have good relationships with owners to ease the development process,” Kurre explained. “However, what is more important is how that relationship relates back to the final product and overall guest satisfaction. The Hilton All Suites brands are proud to work with a robust network of owners, many of whom have two or more All Suites brands in their portfolio.”

Kurre also pointed out that an Owner Advisory Council is an open channel where guest feedback is communicated, in order to drive future innovations and improvements at Hilton’s All Suites hotels. “We can implement changes that will not only result in increased development, but in hotels that are adaptable to the ever-changing needs of guests,” he said.