Choice Hotels International, Inc., a leading lodging franchisor, sought for a new brand naming in New York within the extended-stay category to cater to the evolving needs of business and leisure travelers. To achieve this, Choice Hotels collaborated with Labbrand and developed a brand name reflecting the brand’s unique offering of customizable, apartment-style accommodations, while resonating with its audiences, the road warriors and hotel developers.

Challenge

Choice Hotels expected a brand name that captured the essence of its modular and customizable extended-stay accommodations. The challenge was to find a name that appealed to two distinct target audiences: road warriors who seek success on their journeys and hotel developers seeking new business opportunities. The name needed to be straightforward yet innovative, reflecting the brand’s unique offering while resonating with both audiences. With this ambitious goal, the naming process required rapid ideation and seamless collaboration.

Solution

Labbrand approached the brand naming process with speed, collaboration, and agility. The process began with a semiotic and cultural audit, extracting insights that would inform the naming strategy. This was followed by an innovative co-creation workshop involving key stakeholders from Choice Hotels. Through 3 rounds of name creation, legal screening, and market testing, Labbrand developed a comprehensive list of potential names. After careful evaluation, the final name “Everhome Suites” was chosen to represent the brand’s concept of adaptable and personalized spaces.

Results

The chosen new hotel brand name, “Everhome Suites,” successfully conveyed the brand’s unique modular approach and customizable accommodations. Choice Hotels officially unveiled Everhome Suites on January 27, 2020.Choice Hotels celebrated the grand opening of the inaugural Everhome Suites in September of 2022 outside of Los Angeles. As of June of 2023, Everhome Suites has more than 60 properties in the pipeline coast to coast.