Mark Jeffery, General Manager, The Royal Sonesta Boston

In an interview with Invest:, Mark Jeffery, general manager of The Royal Sonesta Boston, emphasized a 23% increase in group bookings to counterbalance declines in business travel. He also highlighted the hotel’s strong position in Boston’s competitive market, driven by investments in technology and adaptability to evolving guest preferences.

What were some key highlights or milestones for The Royal Sonesta Boston over the past 12 months?

Some notable successes have come from adjusting our strategy, not just at the Royal Sonesta, but across all our hotels, especially with the business transient (BT) market still traveling less and with shorter stays. To fill those gaps, we focused on building our group business. We’ve seen a 23% year-over-year lift in group bookings, which has helped compensate for the shortfall in BT and leisure markets. Leisure travel has been a bit softer on the weekends, likely due to the economic pressures people are facing right now. 

What sets Greater Boston apart from other markets?

Boston is a world-class city with a unique combination of Americas best historic sights, academic and medical excellence, and industry leadership. The city is home to prestigious institutions like Harvard, MIT, BU, and BC, which not only make it a hub for education but also fuel the local business ecosystem with a constant flow of talent. In East Cambridge, often referred to as the most important square mile for science globally, the biotech and pharma sectors thrive, anchored by MIT.

Boston’s rich history and iconic sports franchises, including the Celtics, Red Sox, Bruins, and Patriots, also draw in visitors year-round. These factors have consistently driven strong RevPAR (Revenue per Available Room) growth. Boston’s hospitality sector has seen a robust recovery, with growth returning to pre-COVID levels — something many other cities are still striving for.

Additionally, Boston’s position in the highly competitive Northeast hotel market, particularly for conventions, puts it head-to-head with cities like New York and Philadelphia. However, with its blend of culture, education, and business opportunities, Boston continues to stand out, offering more than many other markets can.

What trends in tourism are creating opportunities for growth in the hospitality sector?

Business travel is a key trend we’re monitoring, particularly whether Americans will return to pre-pandemic travel frequency. Another trend is the high office vacancy rates in Boston and Cambridge, which have impacted business travel. Stays have become shorter, with what used to be three-night stays now often reduced to two. To offset this, we’ve focused on other segments like corporate meetings, which have been more robust, driving an increase in banquet revenue. We’re also tracking data from Logan Airport, where projected passenger growth signals positive prospects for hotels in the area. 

How do you anticipate the FIFA World Cup 2026 impacting tourism and hospitality in the region?

We’re one of the few hotels playing host for FIFA, so we’re a base hotel for the event. The World Cup is like no other tournament and will provide a huge economic boost for all respective host Cities. I’m a huge football fan — English football, of course — so having seven or eight World Cup games at Gillette Stadium is especially exciting. It’s a fantastic venue, and soccer has a strong, passionate following in this market. Events like these are always great for business.

Additionally, our location, just three-quarters of a mile from TD Garden — home of the Boston Bruins and Celtics — puts us in a prime spot for both leisure guests and the teams themselves. Hosting events like this really helps boost the local economy. For instance, last year we hosted the University of Illinois during the NCAA March Madness Round of 16, and they stayed with us for six or seven days. 

What are guests looking for when they stay at The Royal Sonesta Boston?

Location is a major draw for our guests. We’re ideally situated near Boston’s top attractions, including the North End for dining, Faneuil Hall for historic sites, and TD Garden for sporting events and concerts. Our Cambridge location offers a stunning panoramic view of the Boston skyline, stretching from the Zakim Bridge to Back Bay, thanks to our prime spot along the Charles River, close to the Museum of Science.

Guests also appreciate our on-site dining options, including Monteverdi, an elevated Italian restaurant managed by Seth Greenberg, a well-known figure in Boston’s dining scene who also operates Mistral, Serafina, and Moo. Monteverdi has been a great addition, enhancing the guest experience and attracting locals, which creates a vibrant atmosphere. Along with our contemporary American restaurant, ArtBar, we provide high-quality choices without guests having to leave the property. 

The Royal Sonesta is positioned as an upper-upscale, casually luxurious brand. Casual luxury is a growing trend — guests expect high-end service delivered in a relaxed, approachable way. This is reflected in our vibrant bar scene, where we focus on crafted cocktails and mixology using fresh, local ingredients, which are key to elevating the guest experience.

How are you incorporating technology and innovation to enhance the guest experience?

Given our location in East Cambridge, near a tech hub, our clients expect cutting-edge technology. Many of our capital investment priorities focus on enhancing our technology features throughout the hotel including contactless technology, and increased bandwidth throughout the hotel to meet these expectations. Behind the scenes, we’ve also invested in technology to improve utility savings in our physical infrastructure, while still maintaining a personal touch at the front desk.

As a highly progressive market, Boston demands that we stay ahead of the curve, especially with the increasing influence of Gen Z and millennials. It’s estimated that by 2030, 80% of our revenue will come from these younger generations. To attract them,  Sonesta is working hard to ensure that both our room designs and services cater to these tech-savvy guests, positioning us as a top choice for the future.

How are you maintaining a positive work culture that attracts and retains talented employees?

Massachusetts faced a difficult balance between staying safe and staying open during the pandemic, which had a significant impact on our industry. Many workers had to make tough choices, whether to leave the industry altogether or even relocate out of state. Post-pandemic, staffing has remained a challenge, especially for roles that affect work-life balance, like early morning shifts or certain sales positions, as many people have become accustomed to the flexibility of working from home. 

We’re doing our best to be as flexible as possible, allowing remote work for certain departments when it makes sense. However, in operations, hospitality is a very front-facing business, so there are limits. Sonesta has always prioritized a culture of care, which is one of the reasons I joined the company. We want to be competitive and successful, but equally, we strive to create an environment where people feel valued, safe, and supported. Striking that balance is crucial to attracting and retaining talent in such a demanding industry.

What advice would you give to young professionals looking to grow in the hospitality sector?

My advice is to touch all the bases. In today’s environment, having a well-rounded skill set is more important than ever. Personally, I’ve worked in nearly every department — spending five years in the kitchen, managing restaurants and nightclubs, working the front desk, and managing housekeeping. I’m grateful for those experiences because they’ve helped me navigate challenging times, like the pandemic, when you need to draw on all your skills to get through.

For young professionals, I would say: knowledge is power, and there’s no substitute for hard work. Success is never final, but building a sustainable career means learning as much as you can in each role. The more you understand about different aspects of the business, the better equipped you’ll be to face challenges and grow in your career.

What is your outlook for The Royal Sonesta Boston over the next two to three years?

We’ve laid a strong foundation for continued growth. If we don’t take care of our customers or invest in our property to stay competitive and relevant, we don’t deserve future business. Coming out of the pandemic, we’ve made thoughtful decisions about improving the hotel with significant renovations. With our corporate headquarters just five miles away in Newton, and The Royal Sonesta as our flagship property, it’s important that we reflect that in both our appearance and service.

I’m optimistic about Sonesta’s future. We have talented people here and a solid foundation that positions us well for growth in this market. After 38 years in the industry, I can say it’s never been more challenging, but also more exciting. We’ve had to reinvent ourselves, and we’ll likely have to do so again in the coming years. The key is to stay adaptable and keep our strategy fluid to respond to whatever the future holds. Above all, creating an environment that fosters employee retention, growth, and development will ensure we can continue to compete in this constantly evolving world.