by Donald Wood
Last updated: 8:50 AM ET, Mon June 5, 2023
Marriott International announced plans to expand in the
affordable midscale lodging segment with the launch of a new brand.
As part of the 2023 NYU International Hospitality Industry
Investment Conference, Marriott revealed the new brand still needs to have a
name, but the company is currently referring to it as Project MidX Studios.
Following its recent entry into the segment with City
Express by Marriott in Latin America, the new affordable midscale extended stay
brand will deliver reasonably priced modern comfort for guests seeking longer
stay accommodations in the United States and Canada.
Marriott incorporated its experience in the extended stay
lodging segment to create a brand that will deliver a satisfying guest
experience while reducing building and operating costs for owners and
franchisees.
“Marriott has long believed in having the right
accommodations in compelling destinations at the right price point,” Marriott
CEO Anthony 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,” Capuano continued.
The brand was designed for guests searching for affordable,
flexible accommodations for an extended stay, typically 20-plus nights or more,
who seek to pay around $80 per night, depending on the market and demand.
With a modern design, Project MidX Studios will include
suites offering single or double queens, in-room kitchens and ample closet
space. They will also feature on-site guest laundry, gym and pet-friendly
facilities.
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