The SOAR program, an initiative by Choice Hotels International, Inc., marks a significant step towards increasing diversity in hotel ownership. Originally launched over two decades ago, SOAR aims to empower underrepresented groups such as minority and veteran entrepreneurs. The program’s 2023 reintroduction continues this commitment, with the successful conversion of two hotels in Georgia by Damon Healey of Eternal Companies being a notable milestone.
Choice Hotels has long been a proponent of diversity and inclusivity within the hospitality industry, and the SOAR program stands as a testament to this commitment. By nurturing minority and veteran entrepreneurs, the corporation aims to generate equitable opportunities for groups traditionally underrepresented in hotel ownership. The reintroduction of SOAR this year not only revives a legacy program but also presents fresh opportunities for aspiring hotel owners from diverse backgrounds. With robust support and extensive resources, Choice Hotels is paving the way for greater representation and inclusion in the industry.
Choice Hotels’ Commitment to Diversity and Inclusion
Choice Hotels has an enduring history of promoting diversity within the hospitality sector. The inception of the SOAR program more than 20 years ago was initially aimed at uplifting minority and veteran entrepreneurs, demonstrating the company’s dedication to equitable opportunity in hotel ownership. This early initiative laid the groundwork for creating an inclusive environment where underrepresented groups can thrive.
The decision to reintroduce SOAR in 2023 underscores the company’s ongoing pledge to these core values. This move not only breathes new life into a program with a proven track record but also introduces fresh, modern opportunities for ambitious hotel owners from diverse backgrounds. By offering extensive resources and unwavering support, Choice Hotels continues to set the stage for increased representation and inclusion across the industry. Their dedication manifests through targeted initiatives, ensuring that the company’s franchise network maintains and enhances its diversified ownership base.
The renewed focus under SOAR aims to address contemporary challenges and opportunities within the hospitality industry, providing an inclusive platform where minority and veteran entrepreneurs can access the tools and guidance required to succeed. By reaffirming its commitment to diversity, Choice Hotels is not merely reviving a legacy but actively contributing to a more inclusive and representative hotel ownership landscape. This calculated approach ensures the program remains both relevant and impactful, fostering a culture of inclusivity that benefits the industry at large.
Profiles of Converted Properties
Under the auspices of the revitalized SOAR program, Damon Healey, founder of Eternal Companies, successfully converted two properties into Suburban Studios, a Choice Hotels brand distinguished for its focus on extended stays. These conversions stand as a prime example of the program’s practical impact in fostering hotel ownership opportunities for entrepreneurs from underrepresented groups.
The first property, Suburban Studios Columbus Bradley Park, is strategically located at 1721 Rollins Way in Columbus, Georgia. Boasting 92 rooms, the hotel is situated near key local attractions such as the National Infantry Museum, Flat Rock Park, and the Columbus Botanical Garden, making it an ideal choice for extended stays. Its prime location not only enhances its appeal but also underscores the potential for higher occupancy and revenue, a significant factor for new hotel owners.
The second property, Suburban Studios Macon North, is situated at 3980 Riverside Drive in Macon, Georgia, featuring 73 rooms. Its strategic position off I-75 facilitates easy access to notable nearby attractions like the Ocmulgee Mounds National Historical Park, the Museum of Arts and Sciences, Amerson River Park, and the Allman Brothers Band Museum at the Big House. The convenient location, coupled with the brand’s extended stay offerings, positions it as a lucrative venture for Healey and highlights the potential within the extended stay market.
Healey’s successful property conversions under the SOAR initiative offer a glimpse into the tangible benefits of the program. By transforming these properties into Suburban Studios, he not only tapped into a lucrative market segment but also showcased the brand’s appeal for long-term guests. This alignment with market needs demonstrates the dynamic potential of the SOAR program in facilitating profitable and sustainable hotel ownership ventures for underrepresented entrepreneurs.
Support and Testimonials from Entrepreneurs
Damon Healey’s experience with the SOAR program underscores the comprehensive support that Choice Hotels extends to minority and veteran entrepreneurs. Healey highlights the robust franchise model offered by Choice Hotels, particularly in the extended stay segment, which played a crucial role in the successful conversion of his properties into Suburban Studios. The guidance and resources provided were pivotal in navigating the complexities of the conversion process, ensuring a seamless transition and operational success.
Healey’s positive experience serves as an inspiring example for other minority entrepreneurs in the hospitality sector. His journey illustrates that with the right support and resources, underrepresented individuals can successfully break into and thrive within the industry. By leveraging the SOAR program, Healey hopes to inspire others to explore similar opportunities, contributing to a more diverse and inclusive hotel ownership landscape.
John Lancaster, vice president of franchise development and strategic programs at Choice Hotels, reiterates the company’s unwavering commitment to fostering diversity and inclusivity. He acknowledges the importance of opening doors for minority entrepreneurs, emphasizing that initiatives like SOAR are integral to achieving this goal. Lancaster expresses enthusiasm for future collaborations, indicating the company’s dedication to sustaining and expanding its diversity efforts.
Similarly, Matt McElhare, vice president and lead for extended stay brands, extends a warm welcome to Damon Healey and Eternal Companies into the Choice extended stay family. McElhare’s enthusiasm for the collaboration further underscores the supportive environment that Choice Hotels cultivates for its franchisees, particularly those from underrepresented groups. This welcoming attitude not only facilitates operational success but also fosters a sense of community and belonging within the franchise network.
Broader Context of Diversity Initiatives
The SOAR program is part of a broader suite of initiatives by Choice Hotels designed to promote diversity within the hospitality sector. The Emerging Markets Program, now rebranded as SOAR, has been especially successful in establishing franchise agreements with entrepreneurs from underrepresented groups. Since its launch, the program has facilitated over 370 franchise agreements with minority and veteran entrepreneurs, demonstrating its substantial impact on diversifying hotel ownership.
In 2023 alone, the program signed 28 new franchise contracts with African American, Hispanic, Native American, veteran, and women entrepreneurs. This achievement highlights the program’s effectiveness in reaching and empowering diverse populations. A significant element of these efforts is the HERtels by Choice initiative, aimed at empowering female entrepreneurs. Since its inception in 2021, this initiative has successfully led to the establishment of 59 new female-owned hotels, further contributing to the program’s success in promoting gender diversity within the industry.
The program’s success is also evident from its impressive annual growth statistics. In 2023, the number of agreements signed with Native American hotel owners doubled compared to the previous year, while agreements with Hispanic and Latino owners increased by 30%. These figures underscore the program’s effectiveness in enhancing diversity within Choice Hotels’ franchise network, reflecting the company’s strategic approach to fostering an inclusive and representative ownership base.
Choice Hotels’ multifaceted approach to promoting diversity is not limited to developing new initiatives but also involves continuously enhancing existing programs. The company’s efforts to adapt and evolve its initiatives align with the changing dynamics of the industry and the needs of diverse entrepreneurs. By maintaining a proactive stance, Choice Hotels ensures that its diversity initiatives remain relevant, impactful, and supportive of the broader goal of creating an inclusive hospitality landscape.
Suburban Studios: A Brand for Extended Stays
Suburban Studios, one of Choice Hotels’ four extended stay brands, is recognized for its “Extended Stay Made Easy” philosophy, catering to travelers seeking longer stays. The brand’s design package offers flexibility and cost-efficient conversion options for hotel owners, making it an attractive choice for franchisees. This flexibility is particularly beneficial for entrepreneurs like Damon Healey, who successfully converted his properties into Suburban Studios through the SOAR program.
The focus on comfort and convenience for guests staying for extended periods aligns with the growing demand for such accommodations within the hospitality industry. As the market for extended stays continues to expand, brands like Suburban Studios are well-positioned to meet the evolving needs of modern travelers. The brand’s emphasis on providing a home-like experience for guests ensures it remains a preferred choice for long-term stays, offering a competitive edge in the market.
By supporting extended stay brands like Suburban Studios through the SOAR program, Choice Hotels not only provides lucrative opportunities for franchisees but also addresses the increasing demand for long-term accommodation solutions. This dual focus on franchisee success and guest satisfaction underscores the brand’s strategic approach to growth and sustainability. By enabling swift and cost-effective hotel conversions, Suburban Studios presents a compelling option for entrepreneurs looking to enter the extended stay market.
The brand’s appeal is further enhanced by its strategic locations, which often provide easy access to local attractions and amenities, thereby increasing its attractiveness to long-term guests. This strategic positioning not only benefits the franchisees by driving occupancy rates but also enhances the overall guest experience. The success of entrepreneurs like Damon Healey in converting properties into Suburban Studios highlights the brand’s potential for growth and profitability within the extended stay segment.
Conclusion
The SOAR program, an initiative by Choice Hotels International, Inc., signifies a major advancement in promoting diversity within hotel ownership. First launched over two decades ago, SOAR has consistently aimed to empower underrepresented groups, such as minority and veteran entrepreneurs. The program’s reintroduction in 2023 reaffirms this dedication, as evidenced by the successful conversion of two hotels in Georgia by Damon Healey of Eternal Companies, a notable achievement.
Choice Hotels has long championed diversity and inclusivity in the hospitality sector, and the SOAR program is a clear example of this commitment. By supporting minority and veteran entrepreneurs, the company seeks to create equal opportunities for those traditionally underrepresented in hotel ownership. The 2023 relaunch of SOAR not only revives a historic program but also offers new chances for aspiring hotel owners from diverse backgrounds. With strong support and extensive resources, Choice Hotels is forging a path toward greater representation and inclusion in the industry, ensuring that opportunity becomes accessible to all.
