Apple Core Hotels, owner of five budget and midscale hotels in midtown Manhattan, is dropping its brand franchises and going independent.
Apple Core President Vijay Dandapani said his Red Roof Inn at 32nd Street, west of Fifth Avenue is being renovated and renamed nyma, or the new york manhattan hotel.
This move follows the de-flagging of another Apple Core hotel, the Hotel @ Times Square, which was formerly a Super 8. Dandapani said by 2012 he will deflag his other three properties: a Comfort Inn, Ramada and La Quinta.
"The decision to de-franchise our properties has two-fold benefits for both our company and the consumer," said Dandapani. "Our independent properties are free of the rigid brand guidelines that must be followed when part of a chain, and it gives us more flexibility with rates, offerings and amenities for the consumer. It also enables us to target discerning value-driven consumers who prefer to stay away from 'cookie-cutter' national brands."