Sherbrooke, Quebec – November 17, 2025 – Groupe Laroche, Activar Hôtels, and their partners (briefly listed and presented at the end of this release) today marked a significant milestone for the Canadian hotel industry by announcing the groundbreaking of the very first StudioRes hotel in Canada.

This new 105-room establishment, which, in addition to regular stays, is well-suited for extended stays, will be strategically located in Sherbrooke’s dynamic Health District (Quartier Santé), at the corner of 12th Avenue and Rue Bossé. Its proximity to the CHUS hospital (Centre hospitalier universitaire de Sherbrooke) and quick access to Highway 610 make it an ideal location for healthcare professionals, patients and their families, as well as business travellers requiring long-term lodging.

Each room will be designed as a fully equipped studio, including a full kitchen, specifically meeting the needs of extended stays. The opening is scheduled for Fall 2026.

“Choosing Sherbrooke for the Canadian launch of StudioRes is a testament to the vitality of its health sector and its economic growth. This project represents a new and essential lodging option in the Estrie region. We are proud to bring this innovative brand to a market that greatly needs it,” declared Éric Laroche of Groupe Laroche, the lead partner on the project.

The new Mayor of Sherbrooke, Ms. Marie-Claude Bibeau, is also delighted with this important announcement: “Being informed of such wonderful news for the City of Sherbrooke, and at the very beginning of the mandate, is stimulating and brings significant visibility to our city.”

A Fast-Growing Brand

StudioRes is one of Marriott International’s newest brands, designed for the midscale extended-stay segment. This project in Sherbrooke is the first for the brand in Canada, part of a significant North American expansion that currently includes more than 60 signed projects, according to Marriott.

“Marking the debut of StudioRes in Canada, this groundbreaking represents an exciting step in the expansion of the brand’s portfolio,” affirmed Ron Stewart, Marriott International Senior Vice President, Development, Midscale Brands. “The demand for affordable and functional lodging options for long-term stays is growing strongly. Thanks to the collaboration with Groupe Laroche and Activar Hôtels, we are confident that StudioRes can set a new benchmark for this market segment in Sherbrooke and beyond.”

A Strong Partnership

The realization of this project is the result of the collaborative leadership of Groupe Laroche, Activar Hôtels, HUDL (Longer Construction), our builder,  as well as a range of local shareholders.

“Activar Hôtels is extremely enthusiastic about developing and operating the first Canadian StudioRes by Marriott. We firmly believe that the StudioRes model, focused on operational efficiency and guest comfort for extended stays, is perfectly adapted to the needs of the Sherbrooke market. This is an immense growth opportunity for our company,” emphasized Mathieu Mault, CEO of Activar Hôtels.

The project promises to strengthen local hotel infrastructure and offer a high-quality, affordable accommodation solution for the community.

About the Partners

• Groupe Laroche:Founded in 2009, Groupe Laroche quickly became a key leader in the field of project management and real estate development in Quebec
• Activar Hôtels: Investor, developer, and lodging manager. This project represents the 6th hotel in their portfolio
• Pierre-Luc Auclair et Gabriel Laforest (HUDL (Longer Construction, our builder): Since 1979, a reputable and trusted general contractor in the Eastern Townships with major projects in Québec and Ontario
• Mario, Michael et Maxime Beaudoin (MB Capital)
• Julien Gervais (Noteb) & René Baillargeon (Baillargeon Coffrage)
• Denis Bourque (Tim Hortons franchisee)
• Luc Bélanger (Bernard Bélanger entrepreneur électricien)
• Danny Bennet (Sib Électrique)

[WOODSTOCK] – Oxford MPP Ernie Hardeman has moved his Private Member’s Bill one step further in the Legislative Assembly of Ontario, with the bill reaching second reading today. The bill would designate February 23 each year as Hospitality Workers Appreciation Day.

The proposal shines a spotlight on the people who power Ontario’s hospitality sector.

“Behind every memorable experience, whether it’s a welcoming place to stay, a delicious meal, a vibrant cultural moment, an outdoor adventure, or the journey that takes you there, are dedicated hospitality workers bringing it all to life,” said MPP Hardeman. “This bill is about giving them the credit they’ve earned and long deserved.”

If passed, Hospitality Workers Appreciation Day will celebrate the skill and dedication of those who keep Ontario’s vibrant hospitality sector running. It’s intended to not only foster pride and elevate recognition of their vital contributions, but also to help attract and retain talent in an industry that is a cornerstone of Ontario’s economy. The bill further encourages Ontarians to support local restaurants, hotels, tourism operations, arts, culture, and heritage, as well as small businesses.

This landmark initiative has been championed by industry leaders, most notably Danny Murrell, whose company, Harrison Staffing, has become a model for ethical and empowering employment in the hospitality sector. Drawing on his own journey as an immigrant who found his footing in Ontario’s hospitality sector, Danny worked closely with MPP Hardeman to bring forward the idea for this bill, ensuring that the voice and experiences of frontline workers were central to its development.

“Hospitality gave me my first chance to work, build stability, and start toward my Canadian dream,” said Danny Murrell. “I’m grateful to see this bill move forward, not only as overdue recognition for hospitality professionals, but as a meaningful step in supporting workers’ well-being and long-term success. At Harrison Staffing, we see every day how powerful it is to value, empower, and celebrate the people at the heart of this industry.”

Ontario’s hospitality sector is one of the province’s largest employers, with more than 426,700 people working in accommodation and food services in 2023, about 5.4% of the provincial workforce. While the United States recognizes Hospitality Workers Appreciation Day on February 23, Ontario has not yet had an official day to honour its own hospitality professionals.

“Hospitality isn’t just where careers start; it’s where they grow,” added MPP Hardeman. “These workers do more than provide a service; they support communities right across Ontario.”

Industry organizations, including the Ontario Restaurant, Hotel and Motel Association (ORHMA), the Greater Toronto Hotel Association (GTHA), the Tourism Industry Association of Ontario (TIAO), Smart Serve Ontario, Restaurants Canada, and leading employers such as Harrison Staffing, have voiced strong support for this important step forward.

With Ontarians increasingly supporting local travel, independent restaurants, and homegrown businesses, this is a pivotal moment for the province to formally recognize the people who make those experiences possible. Hospitality Workers Appreciation Day aims to honour the workers who contribute so much to Ontario’s economy and community spirit, and to inspire continued growth and excellence across the sector.

Montreal, November 26, 2025 – SonoLux, Quebec’s very first contemporary art hotel, is officially opening its doors in the heart of Old Montreal, just steps away from Notre-Dame Basilica. Located at 225 Saint-Jacques Street inside the iconic heritage building National Trust, SonoLux is a living work of art where upscale hospitality meets contemporary art. The hotel is the latest project from Épik Collection, an independent group of Quebec hoteliers.

SonoLux offers an artistic experience throughout its lobby and all eight floors of the property. Renewed every six months, the experience extends into its 36 refined and comfortable guest rooms, with rates ranging from $400 to $700 depending on availability and season.

Two dining spaces complete the journey: LUMI, a contemporary, seasonal restaurant helmed by chef Graham Hood, and Subterra, an audio lounge featuring a music program inspired by the roots of jazz, soul, funk, dub, and hip-hop.

“SonoLux is an innovative project that steps outside the usual boundaries of hospitality and dining,” says Daniel Gallant, Vice President of Épik Collection and the creative force behind the Épik, Bonaparte, Uville and SonoLux hotels, as well as the Bonaparte, U67 and BON Apporté restaurants. “It’s a living space in constant evolution, where creativity unfolds through artistic exhibitions, culinary experiences, and musical explorations. We hope that a stay at SonoLux becomes an experience whose echoes continue long after our guests have departed.”

An Evolving Artistic Offering

SonoLux will feature two exhibitions per year, curated by guest artists and curators. For its inaugural exhibition, Cheryl Sim, Managing Director and Chief Curator at PHI, presents , a reflection on the role of artists in fostering internal and collective transformation.

“The works presented in Seeds of R/Evolution remind us that together, we can transcend the challenges of our current time. The artists featured are constant gardeners who inspire us to evolve through joyful acts of resistance,” explains Cheryl Sim.

The ten works, displayed throughout the hotel, explore a variety of mediums including digital animation, live action, video games, and documentary art. Created by Santiago Tamayo Soler, Lisa Jackson, Jasmina Cibic, Skawennati, Maureen Bradley, Danielle Comeau, Katherine Melançon, MUE, Kosisochukwu Nnebe and Sahar Homami, the pieces invite visitors to contemplate, question, and imagine a more mindful future. The exhibition runs until April 2026.

Displayed in the hotel lobby, the permanent exhibition offers an immersive experience where generative visuals react to the music and the movement of visitors. Evolving throughout the day and adapting to the energy of the space, this digital installation created by Behaviour Interactive in collaboration with SonoLux explores the origins of the universe—from its earliest moments to the future impact of technology.

Two Culinary Experiences

Located in the hotel lobby, LUMI offers a contemporary, seasonal menu crafted by chef Graham Hood. Available à la carte or as nine or fourteen course tasting menus, the dishes spotlight a signature ingredient and celebrate the harmony of contrasts. The intentionally discreet service allows guests to focus on the artwork, the moment, and the flavors. The interplay between the dishes, the exhibition, and the presence of guests creates an ever-evolving, surprising, and captivating experience. Open Tuesday to Saturday from 6 p.m. to 10 p.m.

Downstairs, Subterra extends the experience and brings together DJs and music lovers in a dimly lit setting where forgotten musical treasures are rediscovered. Like sonic archaeologists, they explore the roots of jazz, soul, funk, dub, and hip-hop—reviving works that have shaped yesterday’s and today’s music. Chef Graham Hood and pastry chef Nadiia Manchuk offer shareable bites and refined desserts, paired with creative cocktails crafted by Clément Wallas. Open Tuesday to Saturday from 6 p.m. to midnight.

The hotel’s sonic identity was developed by internationally renowned producer and DJ Fred Everything. As SonoLux’s Musical Curator, he created the auditory atmosphere connecting the hotel’s various spaces and will oversee DJ sets and intimate concerts held periodically at Subterra.

SonoLux was created in partnership with Melatti Construction and bears the signature of the architects at Geiger Huot and the designers at Zabb Design. Solotech, for its part, designed and installed the audiovisual system that enables the hotel’s rotating exhibitions.

Vancouver, B.C. – November 24, 2025 – Coast Hotels Limited, a fully owned subsidiary of APA Hotel Canada, Inc. and one of North America’s fastest-growing and one of Canada’s largest hotel brands, is pleased to announce key leadership appointments that strengthen its executive team and position the brand for continued growth across North America.

As part of this evolution, Brigitte Diem-Guy has made the decision to step down from her role as Vice President, Revenue Strategies and Communication, effective December 1, 2025. She will remain with Coast Hotels as Brand & Communications Consultant, continuing to oversee brand and content strategy, internal and external communications, public relations, social media and influencer strategy, creative services, and U.S. digital marketing strategy, while maintaining her 24/7 crisis communications support role.

“We are deeply grateful for Brigitte’s leadership, mentorship, and countless contributions,” said Takamasa Machiura, President & CEO, Coast Hotels Limited. “Her influence and commitment to our brand will continue to shape our success as we move forward.”

In line with Coast Hotels’ commitment to growing talent from within, the company announced three internal promotions:

Commercial Growth

Nooshi Akhavan has been promoted to Vice President, Commercial Strategy. Akhavan has been with Coast Hotels for nine years, most recently serving as Director, Revenue Performance & Distribution, where she has led advancements in revenue management technology and data-driven decision-making.

People and Culture Development

Glen Merx has been promoted to Vice President, People & Culture. Merx, who has been with Coast Hotels for over nine years, previously served as Director, People & Culture, where he helped strengthen Coast Hotels’ workplace culture and championed leadership development programs across the organization.

Revenue Strategy Innovation

Amin Himani has been promoted to Director, Revenue Performance & Distribution. Himani’s analytical expertise and collaborative approach have contributed significantly to the company’s commercial performance and continued innovation in pricing and distribution strategy.

“These appointments reinforce our momentum and strengthen our presence across North America,” added Machiura. “Nooshi, Glen, and Amin bring proven leadership that will help us continue to deliver value and service to our guests and partners.”