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SureStay Collection Franchise Fees 2026: Royalty, Marketing and Initial Fee
SureStay Collection is a soft-brand brand from BWH Hotels. 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.
SureStay Collection fees at a glance
| Initial fee | $25,000 affiliation fee, plus $4,000 application fee |
|---|---|
| Royalty | 5% (single monthly sales, marketing and technology fee) |
| Marketing or program fee | Included in the 5% monthly fee |
| Royalty plus marketing | Not shown as a single figure (see note) |
| Franchisor | BWH Hotels |
| Segment | Soft brand |
| Disclosure year | 2026 |
Note: 2026 FDD (issued February 27, 2026) on file with the Minnesota Department of Commerce. A single monthly fee covers sales, marketing and technology; per-booking distribution fees are extra.
Source: Read in SureStay Collection’s 2026 Franchise Disclosure Document (FDD). Source 1
How SureStay Collection compares
We don’t show a single headline percentage for SureStay Collection, because its fees aren’t two simple percentages of rooms revenue; see the note above. Compare the royalty and marketing lines directly with the soft-brand brands below.
| Soft brand brand | Franchisor | Royalty | Marketing | Headline |
|---|---|---|---|---|
| Trademark Collection by Wyndham | Wyndham | 5.5% (membership fee) | 2% (marketing fee) | 7.5% |
| Classico Collection by Sonesta | Sonesta | 5% | 2.5% (Brand Promotion Fee; can rise to 3.5%) | 7.5% |
| MOD Collection by Sonesta | Sonesta | 5% of GRR | 2.5% of GRR | 7.5% |
| The Red Collection | Red Roof | 4.5% of GRR | 3% of GRR | 7.5% |
| Ascend Hotel Collection | Choice Hotels | 5% (membership fee) | 3% (Marketing and Reservation Fee) | 8% |
| Vignette Collection | IHG | 5% | 3.5% (Sales and Marketing Services Contribution) | 8.5% |
| Noted Collection | IHG | 5% | 3.5% | 8.5% |
| Curio Collection by Hilton | Hilton | 5% | 4% | 9% |
| Tapestry Collection by Hilton | Hilton | 5% | 4% | 9% |
| Outset Collection by Hilton | Hilton | 5% | 4% | 9% |
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 BWH Hotels 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 BWH Hotels brands
Best Western · Best Western Plus · Best Western Premier · Vib · GLo · Aiden · Executive Residency by Best Western · @HOME by Best Western · SureStay Hotel · SureStay Plus · SureStay Studio · BW Premier Collection · BW Signature Collection · WorldHotels (all collections)
Keep going
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- 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.