Sonesta Launches 25-Hotel F1RST Meetings Portfolio
Sonesta groups 25 properties and 500,000 square feet of space across the U.S. and Canada to target mid-size group business.
The short answer
Sonesta has launched its F1RST Meetings Collection, uniting 25 hotels across the U.S. and Canada to capture mid-size event bookings. The collection spans 500,000 square feet of aggregate meeting space supported by unified sales and planner perks.
The short version
- Sonesta launched a 25-hotel collection uniting 500,000 square feet of meeting space across the U.S. and Canada.
- Participating properties carry 200 to 500 guestrooms and 10,000 to 65,000 square feet of function space.
- Planners receive unified sales representation, customized concessions, and two loyalty points per dollar spent.
Sonesta International Hotels Corporation has launched the Sonesta F1RST Meetings Collection, a curated group of 25 hotels across the United States and Canada aimed at capturing mid-size corporate events [1], [2]. The network spans 500,000 square feet of combined meeting space across The Royal Sonesta and Sonesta Hotels & Resorts brands to streamline planning for the middle market [1], [2].
What defines the properties in the Sonesta F1RST Meetings Collection?
Properties in the collection combine mid-scale room counts with dedicated event spaces tailored to mid-sized gatherings [1]. According to Lodging Magazine, each hotel provides between 200 and 500 guestrooms for event attendees [1]. Meeting facilities at individual locations offer four to 26 breakout and conference rooms, measuring from 10,000 to 65,000 square feet per property [1], [2]. Hotel Dive noted that the full collection encompasses 500,000 square feet of total event space across North America [2].
| Metric or Feature | Collection Specification | Source Detail |
|---|---|---|
| Participating Hotels | 25 properties | The Royal Sonesta and Sonesta Hotels & Resorts [1] |
| Total Combined Event Space | 500,000 sq. ft. | Across the entire 25-hotel network [1], [2] |
| Event Space per Location | 10,000 to 65,000 sq. ft. | Dedicated function areas [1] |
| Meeting Rooms per Hotel | 4 to 26 rooms | Scalable configurations [1], [2] |
| Guestroom Inventory per Property | 200 to 500 rooms | Accommodation capacity for groups [1], [2] |
| Loyalty Incentives | 2 points per dollar spent | Sonesta Travel Pass Planner Perks [1] |
Which markets anchor Sonesta's mid-size event portfolio?
The collection spans city centers, resort destinations, and established convention markets throughout the United States and Canada [1], [2]. Anchor destinations explicitly named by Sonesta include Chicago, San Francisco, Washington, D.C., and Toronto [1], [2]. Hotel Dive reported that the F1RST branding represents flexible, innovative, reliable, swift, and transparent service across these regional hubs [2]. By standardizing operations across these geographies, the company seeks to secure recurring, multi-city group itineraries [1].
How is Sonesta structuring its booking process for planners?
Sonesta serves as one coordinated contact partner across the entire 25-property collection to reduce administrative friction for multi-destination organizers [1], [2]. Jim Mooney, vice president of sales for Sonesta's managed portfolio, stated that the program gives planners high-touch support and designed packages to simplify execution [1], [2]. According to Lodging Magazine, contracts include curated concession packages that mirror planner priorities alongside dedicated event teams [1], [2]. Event planners booking these hotels earn two Sonesta Travel Pass Planner Perks points for every dollar spent [1], [2].
Why is Sonesta focusing on the middle market for events?
Sonesta designed the program because it identified the middle market as an underserved corporate meetings demographic [1], [2]. This expansion aligns with broader market demand for tailored group services [2]. Hotel Dive cited a 2025 survey from Cendyn and ConferenceDirect showing that planners require hotels to enhance services and amenities for diverse group sizes [2]. Furthermore, Cvent research indicated that event professionals anticipate an overall rise in North American in-person events while prioritizing venues that provide measurable returns [2]. Business sentiment supports this group investment: a Global Business Travel Association poll found 63% of business travel professionals remain optimistic about the industry trajectory heading into 2027 [2].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Sonesta Unveils F1RST Meetings Collection for Mid-Size Events— Lodging Magazine
- [2]Sonesta Launches 25-Hotel Events Collection— Hotel Dive
Frequently asked
+What brands are part of the Sonesta F1RST Meetings Collection?
The collection draws from 25 properties across The Royal Sonesta and Sonesta Hotels & Resorts flags in the United States and Canada, according to both Lodging Magazine and Hotel Dive.
+What event space sizes are offered in this collection?
Individual hotels in the collection feature between 10,000 and 65,000 square feet of event space across four to 26 meeting rooms. In total, the collection contains 500,000 square feet of meeting space.
+What guestroom capacities do participating hotels feature?
Properties within the Sonesta F1RST Meetings Collection maintain between 200 and 500 guestrooms to host attendees.
+What markets are currently included in the collection?
The collection operates across resort, city center, and convention markets, with featured locations including Chicago, San Francisco, Washington, D.C., and Toronto.
+What incentives do meeting planners receive?
Planners booking within the collection receive tailored concession packages and earn two Sonesta Travel Pass Planner Perks points for every dollar spent.
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