Dive Brief:
- My Place Hotels of America launched My Place 3.0, a new hotel prototype and a set of product enhancements, the South Dakota-based extended stay hotel brand announced Wednesday in a release obtained by Hotel Dive.
- In addition to the new four-story, 71-key prototype, available upgrades include a new exterior design and a new room type, the My Place Business Suite, designed to boost ADRs and upsell opportunities, according to CEO Ryan Rivett.
- My Place anticipates “several” installations of the new prototype in 2025. Rivett said the enhancements offer more flexibility amid the current cost environment, a move intended to “directly benefit franchisees.”
Dive Insight:
My Place’s new exterior design option “blends the cost-effectiveness of a pitched roof with the modern aesthetics of a flat roof,” according to My Place, which will allow individual hotels to “switch based on preferences or local regulations.” Hotel owners can also customize the exterior’s masonry options, and exterior finishes can be interchanged between manufactured panels and applied options like Dryvit plaster, My Place shared.
“[F]lexibility promotes availability, and availability improves time to market,” said Rivett, in a statement.
My Place is continuing to offer its 87-key prototype as well, but with upgrades. Enhancements include the addition of a soft half-booth in the guest lounge and another dryer in the house laundry. The guest laundry has also been reconfigured and the hotel’s maintenance and mechanical area enlarged.
Meanwhile, the 470-square-foot My Place Business Suite is designed to appeal to business travelers and small families, and includes a king bed and ducted VTAC unit for “balanced climate control,” according to My Place.
“In terms of pricing, this room type sets a new high for ADR and contributes positively to overall yield management,” Rivet said. “Operators can use this room as an upgrade for Stay Rewarded members or as an upsell option for discerning guests.”
There are currently 73 My Place hotels open across 30 states, with 120 more properties in the pipeline.
Last month, Rivett told Hotel Dive that My Place’s expansion strategy is “developer-centric.”
“We’re relying a lot on the franchise developers that are key in driving the growth of the brand and their observations and experiences with certain areas of the country,” he said.
As of early August, Rivett shared, My Place had 45 hotels slated to open within two years. One of those openings was in Randolph Center, Vermont, the brand’s first property in the state.
