Advaya Hospitality Debuts the Musically Inspired Lifestyle Hotel MODO Starting with Five Properties in India and Another Five in Brazil

  • Advaya Hospitality
  • 01.28.11
From the floors of the Americas Lodging Investment Summit in San Diego, Advaya Hospitality unveiled a global lifestyle hotel brand to an audience of industry insiders.

The brand, MODO Hotel, will make its debut in major markets around the world, starting with a minimum of five properties in India and another five in Brazil. Advaya also is in the early stages of establishing a fund to acquire strategic assets and build new hotels, targeting major U.S. markets like New York, Kansas City and Miami.

MODO presents a new take on hospitality that's stylish, affordable and musically inspired. The brand will feature a striking urban, Bauhaus loft design. With its vast collection of vinyl records, CDs and MP3 content, MODO will showcase independent artists around the globe, promising a unique and entertaining travel experience.

Full-service MODO hotels will house 100 or more rooms, a lively restaurant-lounge,courtyard, pool, meeting and event space, library, retail shop and gym. Nightly rates will be in sync with today's value-conscious travelers and the local markets. In the United States, rates at full-service properties are targeted to range from $90 – $150 per night with the exception of some larger gateway cities. Additionally, a line of budget lifestyle lodgings will launch in international markets this year, creating a new niche of budget lifestyle hotels.

During the next three years, MODO will roll out in major metropolitan markets in Brazil. Five to 10 150-room hotels will be strategically located in the fast-growing cities of Sao Paulo, Campinas, Curitiba, Vitoria and Manaus. MODO in Brazil will be developed by the newly formed ABR Brazil LLC, a joint venture between MODO and BridgeRock Capital Management LLC.

Additionally, during the second half of this year, a MODO sister brand will premier in India, creating a new market niche of budget lifestyle hotels. Over the next three years, a minimum of five budget lifestyle hotels will launch in India under the MODO sister brand. The 60 to 80-room lodgings will have limited food and beverage offerings and small meeting rooms. They will be located in the cities of Chennai, Tuticorin, Kakinada, Vizag and Vellore.

Building costs for a full-service MODO hotel will be approximately $110,000 per key, including average land cost, with variations in major gateway cities. "That's at least 20 percent less than those for other hotels in the same class," said John Russell, CEO for MODO and Advaya.

Franchising is slated to begin later this year. Additional expansion is planned through a combination of acquisitions, new development and conversions of existing properties. Among the target countries are China, Thailand, Malaysia, Singapore and Sri Lanka.

"'Modo' means 'the way' in Spanish, and we think of it as THE way to stay," Russell said. "The name captures our brand's personality – Music-centric, Original, Designfocused and On-track with the way people travel today."

Russell said MODO will appeal to tech-savvy business travelers who enjoy new and entertaining experiences. The brand will have a wide demographic and psychographic reach, including business and leisure travelers with an interest in music, design, art and fashion.

"In music and design, MODO will have a huge international focus – the U.S., Brazil, India, China and Europe, among other countries," said Chris Jones, chief development officer for MODO and Advaya. "The language of music is universal. It cuts across borders, providing a way for people to do more fun things together. That makes music a perfect fit for our new global brand.

"While all properties will share design and music icons, MODO will be global in scope with the flexibility to scale up or down depending on the demands of the site and the local market," Jones explained. "Our unique F&B concept will have a range of options, from a fullservice restaurant with a vibrant bar scene to a cozy bar with a limited food and beverage menu."

MODO was developed by Advaya Hospitality, an advisory company providing services across the full hospitality spectrum, including brand development, franchising, land acquisition, design, construction, hotel management and tech support.

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