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Sonesta Select Franchise Fees 2026: Royalty, Marketing and Initial Fee
Sonesta Select is an upscale brand from Sonesta. Here is what it charges to join and to stay in the system, where the numbers come from, and how they compare with similar brands.
Sonesta Select fees at a glance
| Initial fee | Greater of $65,000 or $500 per room |
|---|---|
| Royalty | 5% |
| Marketing or program fee | 3.5% (Brand Promotion Fee; can rise to 4.5%) |
| Royalty plus marketing | 8.5% of rooms revenue |
| Franchisor | Sonesta |
| Segment | Upscale |
| Disclosure year | 2026 |
Note: One FDD covers Sonesta Select and Sonesta Essential. 2026 FDD (issued March 31, 2026) on file with the Minnesota Department of Commerce. Plus a Sonesta Travel Pass loyalty fee on qualified revenue.
Source: Read in Sonesta Select’s 2026 Franchise Disclosure Document (FDD). Source 1
How Sonesta Select compares
Sonesta Select’s royalty and marketing fees add up to 8.5% of rooms revenue. That is below the 8.7% average for the 11 upscale brands in our table with a comparable headline figure, the 7th-lowest of the 11.
| Upscale brand | Franchisor | Royalty | Marketing | Headline |
|---|---|---|---|---|
| Crowne Plaza | IHG | 5% | 3% (Services Contribution) | 8% |
| voco | IHG | 5% | 3.5% (Sales and Marketing Services Contribution) | 8.5% |
| EVEN Hotels | IHG | 5% | 3.5% (Sales and Marketing Services Contribution) | 8.5% |
| Hyatt Place | Hyatt | 5% | 3.5% (Commercial Services Fee) | 8.5% |
| Sonesta Hotels, Resorts & Cruises | Sonesta | 5% of GRR | 3.5% of GRR | 8.5% |
| The Royal Sonesta | Sonesta | 5% of GRR | 3.5% of GRR | 8.5% |
| DoubleTree by Hilton | Hilton | 5% | 4% | 9% |
| Cambria Hotels | Choice Hotels | 6% | 3% (Marketing and Reservation Fee) | 9% |
| Radisson | Choice Hotels | 6% | 3% (Marketing and Reservation Fee) | 9% |
| Hilton Garden Inn | Hilton | 5.5% | 4% | 9.5% |
What the headline number leaves out
Royalty and marketing are only the start. Most brands also charge for reservations and distribution, loyalty-program assessments on member stays, required technology and property-management systems, training and quality assurance. Brands also negotiate: ramp-up royalty discounts, key money and conversion incentives are common. Ask Sonesta for its estimate of total fees as a share of rooms revenue, and read Items 5 and 6 of the current FDD before you sign. Our analysis of what owners really pay a brand puts the typical all-in bill at 10% to 13% of rooms revenue.
Other Sonesta brands
Sonesta Hotels, Resorts & Cruises · The Royal Sonesta · The James Hotels · Classico Collection by Sonesta · MOD Collection by Sonesta · Sonesta Essential · Sonesta ES Suites · Sonesta Simply Suites · Red Lion Hotels / Red Lion Inn & Suites · Americas Best Value Inn · Signature Inn
Keep going
- Compare franchise fees for all 164 brands
- Price per key, cap rate and OTA cost calculators
- Hotels for sale across the U.S.
- 2026 hotel sales tracker
The Hotelier Times is a publisher, not a franchise adviser. Fees change; confirm every figure in the brand’s current Franchise Disclosure Document. Spot an error? Email nathan@hoteliertimes.com.