Home Hospitality @HOME by BWH Hotels offers developers options not mandates

@HOME by BWH Hotels offers developers options not mandates

@HOME, the midscale extended-stay brand launched by BWH Hotels in October 2022, has built a strong pipeline with more than 25 new-build hotels. These properties are being developed at a time when the extended-stay segment continues to be the top-performing chain scale in the industry.

According to The Highland Group’s 2023 Mid-Year U.S. Extended-Stay Lodging Market Report, extended-stay hotels’ 3.2% RevPAR gain in the second quarter of 2023 was better than the 2.7% increase STR reported for the overall hotel industry. The midscale extended-stay segment recorded second-quarter RevPAR of $86.41, a 2.9% year-over-year increase. ADR for all U.S. extended-stay hotels for the second quarter of $121.47 was the highest ever reported by The Highland Group (since 2016), while midscale ADR came in at $111.64.

The figures show that @HOME by BWH fills a need for both leisure and business travelers. The extended-stay apartment-style brand caters to guests who stay seven to 20 nights, and properties will feature amenities such as a social patio with fire pit, a fitness club, a market, guest laundry and guest weekend lockers.

@HOME was driven by BWH Hotels’ current hoteliers and their needs/wants in this category, so it offers an owner-friendly model of “options not mandates.” While much of the extended-stay product on the market today is in need of a refresh, the brand is a natural fit for owners/developers looking to build a hotel where they have a say in the design, while also being backed by BWH Hotels’ revenue delivery systems.

And at a time when hotel workers are hard to find, @HOME is very streamlined, with limited staff needs.

“This concept is very efficient to operate,” said Brad LeBlanc, SVP, chief development officer, BWH Hotels. “For it to be successful, it can’t bleed at the bottom line.”

The brand allows developers to choose the color scheme and the location of the awning (side or end entry), while other optional features include a pool, a meeting room and a self-service bar.

LeBlanc’s message to potential developers of @HOME is: “Keep it simple. Don’t overbuild.”

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