Sonesta Select logo

Sonesta Select Franchise

Audited Financials
HospitalityEst. 1986Newton, MA
www.sonesta.com
Financing Available

Risk Score

Pending analysis

Investment Range

$945,354 - $19,652,424

Franchise Fee

$5,000

Total US Locations

79

Business Summary

Sonesta RL Hotels Franchising Inc. offers franchises to operate select-service, upscale hotels under either the Sonesta Select or Sonesta Essential brands. These hotels operate under the Sonesta Select or Sonesta Essential marks and a proprietary Franchise System that includes reservation services, marketing programs, training, and standards for construction, operation, appearance, and service. The franchise aims to provide distinctive, high-quality lodging services to business and leisure travelers, meeting planners, and social function organizers.

Corporate History

Sonesta RL Hotels Franchising Inc. (SRLHF) was initially formed as Vance Hotels, Inc. in Washington on December 24, 1986. It changed its name to Red Lion Hotels Franchising, Inc. in 2005 and then to Sonesta RL Hotels Franchising Inc. in September 2021. Its parent company, Red Lion Hotels Corporation (RLHC), was incorporated in 1978 and later became a subsidiary of Sonesta International Hotels Corporation through a merger in March 2021. Sonesta RL Hotels Franchising Inc. and its parent have been involved in hotel ownership and management since 1986. The company has expanded through various acquisitions, including GuestHouse International, LLC in 2015, Vantage Hospitality Group, Inc. (adding brands like Lexington and Americas Best Value Inn) in 2016, and the Knights Inn brand in 2018. In 2022, an affiliate acquired The James hotel brand. Sonesta RL Hotels Franchising Inc. has offered franchises under the Sonesta Select Marks since September 2021 and under the Sonesta Essential Marks since December 2022. It also offers franchises for numerous other hotel brands under various Network Marks.

Financial Overview

Investment Range

$945,354 - $19,652,424

Franchise Fee (Low)

$5,000

Franchise Fee (High)

$65,000

Royalty %

5%

Marketing %

3.5%

Equipment Costs (Low)

$11,758,434

Equipment Costs (High)

$17,614,684

Working Capital

$502,095

Audited Financials

Yes

Offers Financing

Yes

Audit Opinion

Unqualified opinion

Financial Health Notes

Red Lion Hotels Corporation, the parent company of Sonesta RL Hotels Franchising Inc., received an unqualified audit opinion for its financial statements through 2024, indicating they are presented fairly. While Red Lion Hotels Corporation reported net losses in 2022 and 2024, and experienced negative cash flow from operating activities in both 2023 and 2024, the company states it has sufficient funds for its operations and can seek additional funds from its owner, Sonesta, if needed. The 2023 financial statements were restated to correct cash flow presentation errors, but this did not impact net income, the balance sheet, or shareholders' equity.

Financing Details

Sonesta RL Hotels Franchising Inc. offers a development incentive program for new Sonesta-branded hotels, providing a financial contribution between $4,000 and $7,000 per guest room for Sonesta Select hotels, or $3,000 and $8,000 per guest room for Sonesta Essential hotels. This incentive is structured as a promissory note that typically does not require repayment, but the repayable amount is reduced annually over the franchise agreement term. If the franchise agreement terminates early or the hotel is transferred, the remaining incentive amount must be repaid. The incentive bears no interest unless it becomes due and is not paid, at which point an 18% annual interest rate applies. Aside from this program, Sonesta RL Hotels Franchising Inc. does not directly or indirectly offer other financing or guarantees for franchisees.

Performance Metrics

Total US Locations

79

Franchised Units

37

Corporate Units

42

Avg Square Footage

42,500

Franchising Since

1999

Agreement Terms

Initial Term

20 years

Renewal Term

20 years

Renewal Conditions

To qualify for a successor franchise, Sonesta RL Hotels Franchising Inc. franchisees must: give timely notice of their election to renew; have substantially complied with their franchise agreement and not received four or more default notices during the term; be in full compliance with the franchise agreement and all Brand Standards on the notice date and the commencement date of the new agreement; maintain possession of their hotel premises and remodel the hotel as necessary to comply with then-current Brand Standards; transition their hotel to a different brand concept offered by Sonesta RL Hotels Franchising Inc. or an affiliate, if required; correct any deficiencies identified by Sonesta RL Hotels Franchising Inc. before renewal; sign Sonesta RL Hotels Franchising Inc.'s then-current form of franchise agreement and any ancillary agreements, which may have materially different terms; pay the renewal fee, which is equal to the Initial Fee; and the franchisee and their owners must sign a general release.

Training & Support Program

Franchisor Assistance

Before opening, Sonesta RL Hotels Franchising Inc. assists with initial inspections and property improvement plans if converting, and reviews/approves hotel plans and designs. It also inspects the hotel during renovation/construction, provides onboarding services, and offers initial brand training to a Hotel Representative covering brand programs, marketing, sales, loyalty, and culture. Franchisees receive a copy of Brand Manuals, a list of required equipment and approved suppliers, and are assigned a project manager or onboarding specialist. During operation, Sonesta RL Hotels Franchising Inc. provides required and optional training programs, hosts Brand Conferences every 24 months, offers advice on hotel operations, and administers a loyalty program (Sonesta Travel Pass). Franchisees also get access to IT and franchise services help desks, a Third-Party Distribution Program for reservations, and updates to the Brand Manual. Sonesta RL Hotels Franchising Inc. indemnifies franchisees for authorized use of Marks in trademark disputes and provides opportunities to participate in the Revenue Management for Hire program, brand promotion, and a franchise system website.

Initial Training Hours

33

Training Location

Virtual or on-site

Ongoing Support

Sonesta RL Hotels Franchising Inc. provides required and optional ongoing training programs. It convenes a Brand Conference no less frequently than every 24 months for networking and educational seminars, and periodically advises on hotel operations. Sonesta RL Hotels Franchising Inc. administers and manages a loyalty program, provides access to IT and franchise services help desks, and offers a Third-Party Distribution Program for reservations. It also updates the Brand Manual and offers franchisees the opportunity to participate in its Revenue Management for Hire program.

Franchise Requirements

Ideal Candidate Profile

Sonesta RL Hotels Franchising Inc. seeks franchisees who demonstrate educational, managerial, and business standards, possess good moral character, a strong business reputation, and a good credit rating. Candidates must have the aptitude and ability to operate a hotel and sufficient equity capital. While personal management is recommended, absentee ownership is allowed if an approved management company is hired. If the franchisee is a legal entity, a 'Principal' with at least a 25% ownership and voting interest, holding the authority of a chief executive officer, is required. A designated Hotel Representative must complete initial brand training.

Industry Experience Required

No

Management Experience Required

Yes

Sales Experience Required

No

Technical Skills Required

No

Operational Details

Location Type

Commercial

Owner Participation

Absentee Allowed

Territory Type

Non-Exclusive

Territory Size Requirements

Sonesta RL Hotels Franchising Inc. anticipates that a 125-room Sonesta Select-branded hotel will have a building area of approximately 50,000 square feet and be located on approximately 2.5 to 3.5 acres of land. An 80-room Sonesta Essential-branded hotel will have a building area of approximately 35,000 square feet and be located on approximately 2.0 to 2.5 acres of land.

Staffing Notes

Sonesta RL Hotels Franchising Inc. requires one of the franchisee's Hotel Representative(s), such as a general manager or owner, to complete initial brand training. Franchisees are solely responsible for all decisions regarding employees, agents, and independent contractors hired for their hotel, including recruiting, hiring, firing, training, and compensation. They must ensure their staff is adequately trained and manage employment functions in compliance with applicable laws. If a management company is used, it must be approved by Sonesta RL Hotels Franchising Inc. and its representative must attend the Brand Conference.