New territory

George Sell By George Sell
Uploaded 30 December 2019

• It's fascinating to see Sonder - a masterlease operator of high-end apartment buildings - which has been billed in the press, and even described by co-founder Francis Davidson as an alternative to hotels, is now moving firmly in to hotel territory

"Our big edge over hotels is that their model hasn't evolved in the last 40 years," said Davidson, who believes that Sonder will be taking more revenue than Marriott by 2025.

But the company's latest project, One Eleven Wynwood Hotel by Sonder, not only has hotel in the name, but also reflects a broadened service offer. Rather than apartments, the Miami Beach property will feature 72 rooms with kitchenettes, a 6,000 square-foot rooftop pool and dining area, and more than 6,000 square-feet of ground-floor retail space.

Sonder is showing flexibility and diversity in its approach here, and it will be interesting to see how much product variety is included in its pipeline of around 40 projects.

Francis Davidson is one of the industry innovators listed in our 2020 Ones to Watch feature. Click here to find out more.

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