Best Western’s newest brand, SureStay Studio, is targeting premium extended-stay travellers.

Unveiled earlier this month at the Best Western North American Convention and Global Conference, SureStay Studio is an offshoot of the hotelier’s SureStay Hotel Group, which was launched in 2016 and currently includes 260 properties worldwide.

“SureStay Hotel Group is the perfect home for a premium-economy extended stay brand, and the launch of SureStay Studio comes at a critical time,” said Brad LeBlanc, senior vice president and chief development officer at Best Western.

“As one of the most profitable segments in the industry, we’re seeing growing demand from both developers and travellers.

“SureStay Studio is a value-engineered prototype offering developers strong (return on investment). And guests won’t be disappointed either, with the superior service and amenities travellers have come to trust from the Best Western brand.”

The new brand will launch with a construction prototype rather than a new property, and hotel operators also will be offered a template for converting existing hotels to the SureStay Studio concept. The prototype unveiled at the conference had 32,000 square feet of space and 67 rooms, Hotel Management reports.

Ron Pohl, SVP and chief operations officer at Best Western Hotels & Resorts, said it will be at least six months before the first SureStay Studio property opens, but the goal is to have 20 to 30 of the hotels open by 2020.