Marriott International is launching further into the affordable midscale lodging segment, following its recent entry into the segment with City Express by Marriott in Latin America.
Revealed at this week’s (Jun 5) 2023 NYU International Hospitality Industry Investment Conference in New York under the working name of ‘Project MidX Studios’, Marriott International President and CEO, Anthony Capuano, said the brand launch is consistent with the company’s approach to meeting the needs of guests with regionally relevant lodging products for every stay purpose.
He said the affordable midscale extended stay brand is intended to deliver reasonably priced modern comfort for guests seeking longer stay accommodations in the United States and Canada.
“Marriott has long believed in having the right accommodations in compelling destinations at the right price point,” Capuano said.
“Whether our guests are traveling for business, leisure or a mix of both, our portfolio of 31 brands offers something for everyone.
“As consumers look for new, flexible accommodation solutions, we are thrilled to announce our plans to launch an affordable midscale extended stay offering to meet the needs of guests seeking long-term comforts at a moderate price point,” he said.
As a leader in extended stay lodging with brands like Residence Inn by Marriott, Element by Westin, TownePlace Suites by Marriott, Marriott Executive Apartments and more recently, Apartments by Marriott Bonvoy, Project MidX Studios reflects the company’s deep experience and learnings from its guests, owners, and franchisees, according to the company.
“Marriott incorporated this input to create a brand that will deliver a great guest experience while reducing building and operating costs for owners and franchisees,” the company said.
Project MidX Studios, expected to be Marriott’s most affordable cost-per-room product in the United States and Canada, is designed to enable accelerated speed-to-market with a low cost to build.
The prototype model targets a build cost of US$13 million to US$14 million, requiring approximately 54,000 square feet of total building area for 124 studios. The brand is also expected to have a light operational cost model for owners and franchisees.
“Marriott has been working closely with owners and franchisees to develop a product that has a compelling value proposition and a highly efficient operating model,” said Marriott International’s Global Development Officer for United States and Canada, Noah Silverman.
“With trends towards longer-stay travel and increased work flexibility, Marriott is utilizing its experience in extended stay to deliver a fresh solution to meet the needs of a growing customer base, backed by Marriott’s powerful demand engines and revenue systems.
“With our plans for Project MidX Studios, we will have an extended stay product in every lodging tier—from affordable midscale to upper upscale and luxury—for our customers and our owners and franchisees,” he said.
Silverman said Project MidX Studios will deliver a streamlined, light-touch, digital-first operating model that focuses on the needs of a budget conscious consumer, with conveniences like pay-and-go retail and check-in with Marriott Mobile Key.
He said the brand is designed for guests in search of affordable, flexible accommodations for an extended stay, typically 20-plus nights or more, who are seeking to pay around US$80 per night, depending on the market and demand.
With a smart, modern, and functional design, he said Project MidX Studios will include spacious suites offering both single or double queens, in-room kitchens and ample closet space. They will feature on-site guest laundry, gym, and pet-friendly facilities—and come with the company’s unwavering commitment to comfort, care, and cleanliness.