What Cobblestone Hotels does

Cobblestone Hotels, LLC is a privately held hotel franchising company headquartered in Neenah, Wisconsin that operates a portfolio of nine brands targeting small and mid-size communities across the United States. Founded in 2007 by Brian Wogernese — with the first property opening in Clintonville, Wisconsin in January 2008 — the company has grown to 160+ hotels open, under construction, or in development across 26–29 states, with 50+ additional locations in the pipeline. The brand portfolio spans the upscale segment (Cobblestone Hotel & Suites Main Street with the Wissota Chophouse restaurant concept), upper-midscale (Cobblestone Hotel & Suites; Cobblestone Inn & Suites), extended stay (Riverstone Suites), midscale conversion (Boarders Inn & Suites), and economy conversion tiers (Centerstone Hotels; Key West Inn), enabling franchisees to match brand positioning to local market economics.

The company's underlying technology stack consists of a Central Reservations System with a 24/7 call center and mobile booking engine, complete Global Distribution System (GDS) connectivity through Amadeus, Galileo, Worldspan, Pegasus, and Sabre, and the Cobblestone Rewards frequent-stayer loyalty program (ten points per dollar). Franchisees are supported with site selection, plan review, construction support, pre- and post-opening training (onsite, classroom, and webinar), national sales and marketing programs, and purchasing power through brand-wide vendor relationships.

Cobblestone's revenue model is built on franchise fees (initial franchise fees plus ongoing royalty and marketing payments) and development/construction support services. Franchisees are typically local investors, entrepreneurs, and developers — rather than multi-unit hospitality operators — who build new hotels or convert existing properties at the 31–66 room scale that major chains (with 65+ room minimums) decline to serve. The company employs 318 corporate and field staff and currently operates under the leadership team that succeeded founder Brian Wogernese following his passing in October 2022.

Name

Cobblestone Hotels

Legal name

Cobblestone Hotels, LLC

Website

https://cobblestonefranchising.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Cobblestone Hotels is a privately held hotel franchising company that licenses nine brands spanning upscale to economy tiers to independent owners in small-town America, generating revenue through franchise fees and development support for 160+ properties across 26+ states.

Ownership category

akta.pro rank

Headquarters

HQ city

Neenah

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Franchise Fees: Initial franchise fees and ongoing royalty payments from hotel owners who franchise under Cobblestone brands. Franchisees pay for the right to use the Cobblestone brand name, receive brand standards, marketing support, and operational support.
2. Development and Construction Support Services: Franchise development services including site selection assistance, plan and design review, and construction support for franchisees building new hotels or converting existing properties

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Cobblestone Hotels is a hotel franchising company that licenses a portfolio of nine distinct brands (upscale to economy) to independent hotel owners and developers who build or convert properties in small-town America. The company provides franchisees with brand standards, 24/7 central reservations, full GDS distribution, national sales and marketing support, training, and the Cobblestone Rewards loyalty program, while offering site selection, design review, and construction support for new hotel development.

Product overview

Cobblestone Hotels is a hotel franchising company offering a portfolio of 9 distinct brands spanning the upscale to economy segments. The portfolio includes: Cobblestone Hotel & Suites Main Street (upscale with Wissota Chophouse restaurants), Cobblestone Hotel & Suites and Cobblestone Inn & Suites (upper-midscale), Riverstone Suites (extended stay), Boarders Inn & Suites (midscale conversion), Centerstone Hotels and Key West Inn (upper-economy/economy conversion), plus Cobblestone Hotel, Cobblestone Suites, and the Cobblestone Rewards loyalty program. The company provides both new-build and conversion franchise opportunities with support services including GDS distribution, marketing, and operational training.

Differentiator

Problem solved

Functional benefit

Brands

• Cobblestone Hotel & Suites Main Street: Upscale hotel brand featuring premiere downtown locations with warm, modern design elements and local history throughout, combined with Wissota Chophouse restaurant.
• Cobblestone Hotel & Suites
• Cobblestone Inn & Suites
• Riverstone Suites
• Boarders Inn & Suites
• Centerstone Hotels
• Key West Inn

Products and services

• Cobblestone Hotel & Suites Main Street Upscale franchised hotel brand positioned in premiere downtown locations, combining warm modern design and local history with the Wissota Chophouse restaurant offering. Targeted at franchisees building in desirable small-town downtowns.
• Cobblestone Hotel & Suites Upper-midscale franchised hotel brand delivering signature Cobblestone amenities with flexible configurations (54, 49, 44, and 35 unit floor plans). Targeted at franchisees serving smaller communities with optional meeting space and bar amenities.
• Cobblestone Inn & Suites Upper-midscale franchised hotel brand designed for smaller communities, providing signature Cobblestone amenities in a right-sized 35-unit center-load format, including a MainStreet downtown variant. Targeted at franchisees and travelers in small-town markets.
• Riverstone Suites Upper-midscale extended-stay franchised hotel brand with kitchenette-equipped guestrooms (stovetop, sink, full refrigerator, microwave, storage), flat-panel TVs, and sofa. Targeted at franchisees and long-stay travelers in small-town markets.
• Boarders Inn & Suites Midscale conversion franchise brand (formerly Boulders Inn & Suites, acquired 2018) that allows existing modern amenity-focused hotels to convert to the Cobblestone system. Targeted at franchisees converting existing properties.
• Centerstone Hotels Upper-economy conversion franchise brand (acquired August 2018) that avoids heavy capital mandates and is designed for value-focused franchisees and guests. Targeted at owners of existing upper-economy properties seeking brand affiliation.
• Key West Inn Economy franchise brand (acquired August 2018) focused on improving occupancy and minimizing operating costs, suitable for conversions or new builds. Targeted at value-oriented franchisees and travelers.
• Wissota Chophouse Full-service upscale restaurant brand offering intimate dining plus exclusive rental areas for corporate meetings and special events. Associated with and primarily operated at Cobblestone Hotel & Suites Main Street properties.
• Cobblestone Rewards Program Points-based frequent stayer loyalty program where guests earn ten points per dollar spent, redeemable for award nights and partner rewards. Operated across participating Cobblestone-branded hotels to drive repeat bookings and guest retention.
• Franchise Development and Construction Support Services Professional services provided to prospective and current franchisees including site selection assistance, plan and design review, and construction support for new hotel builds or property conversions. Targeted at franchisees during pre-development and construction phases.

Quantifiable outcome

• First property opened January 2008, growing to 160+ locations by 2026
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Sturgeon Bay Hospitality, LLCcoreChannel Partner/ Reseller/ Distributor · 30 April 2026Franchisee group that signed agreement to develop the Cobblestone Hotel & Suites – Sturgeon Bay in Door County, Wisconsin (62 guestrooms). Represents continued expansion in the company's home state of Wisconsin.
• BriMark BuilderscoreImplementation/ SI/ Consulting Partner · 10 March 2026Construction company contracted to build the Cobblestone Hotel & Suites in Stratford, Texas (54-room, 3-floor facility). Represents the company's standard approach of partnering with local and regional builders for hotel construction projects.
• Stratford Texas Hotel, LLCcoreChannel Partner/ Reseller/ Distributor · 28 November 2025Investment group behind the Stratford, Texas hotel project. Includes local investors Wesley Miller and others, as well as out-of-state investors working with local economic development associations and Cobblestone Hotels.
• Slate Hospitality GroupminorImplementation/ SI/ Consulting PartnerHotel management company contracted to manage the Stratford, Texas Cobblestone property. Part of the company's network of third-party management partners for franchisees who prefer not to self-operate.
• AMADEUS, GALILEO, WORLDSPAN, PEGASUS, SABREcoreTechnology or IntegrationGlobal Distribution System (GDS) connectivity partners enabling distribution through all major booking channels used by travel agents and corporate travel programs worldwide.
• Visit WaukeshaminorStrategic or Co-development PartnerLocal tourism organization that partnered in the grand opening celebration of the Waukesha, Wisconsin Cobblestone Hotel & Suites, representing the company's approach to engaging local stakeholders.
• Waukesha County Business AllianceminorStrategic or Co-development PartnerLocal economic development organization whose Senior Vice President attended the Waukesha hotel grand opening and highlighted the hotel's importance to regional economic momentum.
• Carroll UniversityminorStrategic or Co-development PartnerUniversity located near the Waukesha Cobblestone Hotel that brings visitors to the area year-round for academic, cultural, and sports events, representing the hotel's target market segment.
• Preble County Development PartnershipminorStrategic or Co-development PartnerCounty economic development organization whose Director of Economic Development spoke at the Eaton, Ohio hotel grand opening, noting the community's long-standing need for quality hotel accommodations.
• Sherman County Economic Development CorporationminorStrategic or Co-development PartnerLocal EDC organization that participated in the Stratford, Texas groundbreaking ceremony, representing the company's approach to partnering with regional development bodies.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• G6 Hospitality (Motel 6 / Studio 6): Economy franchisor operating Motel 6 and Studio 6 extended-stay brands through franchise agreements with independently owned properties, with comparable right-sized properties and emphasis on conversion franchises in smaller U.S. markets.
• AmericInn by Wyndham: Upper-midscale limited-service brand with deep penetration in small-town America across the Midwest and rural U.S., offering a similar compact-property format, complimentary hot breakfast, and franchise model targeting the same local investors and small markets Cobblestone serves.
• Red Roof Inn: Economy/midscale hotel franchisor (Red Roof Inn, Red Roof Plus, HomeTowne Studios) focused on franchise conversion and new-build properties in secondary U.S. markets, with a comparable right-sized property philosophy and similar target franchisee profile.
• Country Inn & Suites by Radisson: Upper-midscale franchised brand within the Radisson Hotel Group, focused on smaller communities with similar limited-service amenities and franchisee profile to Cobblestone's upper-midscale brands.
• Choice Hotels International: Public midscale-focused franchisor (Comfort Inn, Quality Inn, Sleep Inn, Cambria) operating a franchise model very similar to Cobblestone's, with comparable brand segmentation by chain scale and a focus on limited-service and conversion properties across small-town and suburban U.S. markets.
• Sonesta International Hotels: Multi-brand hotel franchisor (Royal Sonesta, Sonesta Select, Sonesta ES Suites, Sonesta Simply Suites) with a portfolio spanning upscale through extended stay, overlapping with Cobblestone's brand pyramid and similar franchise/management hybrid model.
• Best Western Hotels & Resorts: Membership-based hotel brand operating a unique referral/soft-franchise model across midscale and upper-midscale segments (Best Western, Best Western Plus, Best Western Premier), with strong penetration in small-town markets directly comparable to Cobblestone's footprint.
• Baymont by Wyndham: Midscale franchised brand targeting small-town and secondary U.S. markets with compact-property footprints and franchise-driven growth, closely matching Cobblestone's midscale Boarders Inn & Suites and Centerstone positioning.

Broad incumbents

• Wyndham Hotels & Resorts: The world's largest hotel franchisor with 9,000+ properties spanning economy through upscale (Days Inn, Super 8, Microtel, Trademark, La Quinta). Overlaps with Cobblestone across multiple chain scales and serves many of the same secondary-market communities.

Emerging players

• My Place Hotels of America: Emerging extended-stay franchisor with compact 30-60 room formats targeted at secondary and small-town markets, directly comparable to Cobblestone's right-sizing philosophy and competing for the same franchisees and small-market development sites.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/GoCobblestone
• Facebookfacebook.com/cobblestonehotels
• LinkedInlinkedin.com/company/cobblestone-hotels

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cobblestone Hotels