Sonesta Built a Hotel Empire During the Pandemic: Here’s What’s Missing

Sonesta's wild growth during the pandemic continues, but company leaders recognize they need to implement some kind of loyalty program to appeal to more customers. Sonesta International Hotels Corp.

Skift Take: Sonesta is now a major hotel company with hundreds of franchised properties and an eye toward further growth. But the big hurdle is expanding its loyalty program. Marriott's takeover of Starwood showed the complexities of engineering loyalty across brands at a huge scale.

— Cameron Sperance

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