Marriott has announced plans for a new Extended Stay Lodging Brand. This will mark the hospitality giant’s expansion in the affordable midscale lodging segment, following its recent acquisition of City Express Hotels in Latin America.
Marriott’s newest Extended Stay Brand does not have a name yet but is currently being referred to as Project MidX Studios. 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. 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.
said Anthony Capuano, President and CEO, Marriott International.
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. The brand is designed for guests in search of affordable, flexible accommodations for an extended stay, typically 20+ nights or more, who are seeking to pay around $80 per night, depending on the market and demand.
Based on everything we’ve seen and heard, our team is excited about Marriott’s entry into the affordable midscale segment, where Concord has been engaged for many years. In collaboration with Whitman Peterson, we expect to break ground on three Project MidX Studios this year, with anticipated openings in late 2024 or early 2025. Marriott’s track record in extended stay and strong owner value proposition are compelling and driving our interest in growing this brand within our portfolio.
said Mark Laport, President and Chief Executive Officer, Concord Hospitality.
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With a smart, modern, and functional design, 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.
With Project MidX Studios, we are focused on enhancing the breadth of our portfolio through the creation of a product specially designed for the affordable midscale extended stay tier—from the physical product to the operating model. The team created Project MidX Studios to reach both new customers and new markets. We are excited to join forces with Concord Hospitality and Whitman Peterson on our first three projects and are in discussions with owners for more than 250 new development opportunities under this brand.
said Leeny Oberg, Chief Financial Officer and Executive Vice President – Development, Marriott International.
Project MidX Studios will be the sixth extended stay lodging brand for Marriott, with the others being Residence Inn by Marriott, Element by Westin, TownePlace Suites by Marriott, Marriott Executive Apartments and Apartments by Marriott Bonvoy and will be the 32nd brand in the Marriott portfolio.
Meanwhile, Marriott recently announced its debut in the luxury safari segment with the opening of JW Marriott Masai Mara Lodge.
Featured image by Marriott
Both the other images by Marriott
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