What was the change in loyalty program liability for Sonesta Select Sonesta Essential in 2024?

According to Sonesta Select Sonesta Essential's 2025 Franchise Disclosure Document, the loyalty program liability increased by $139 in 2024. The balance sheet shows that the loyalty program liability was $139 as of December 31, 2024, and $0 as of December 31, 2023. This indicates the introduction or expansion of a loyalty program that creates a liability for the company.

For a prospective franchisee, this means Sonesta Select Sonesta Essential has a financial obligation tied to its loyalty program. This liability likely represents points or rewards earned by loyalty program members that have not yet been redeemed. The increase suggests growing participation in the loyalty program.

Franchisees should inquire about the specifics of the loyalty program, including how it is funded, how franchisees participate, and what obligations they have regarding the redemption of loyalty points. Understanding the mechanics of the loyalty program and its associated costs is crucial for assessing the financial implications for the franchise.