Marriott
International is expanding once again with the introduction of City Express
by Marriott in the U.S. and Canada.
This move marks the company’s entry into the transient
midscale segment in the region, offering relevant lodging options for every
trip purpose and price point.
“Since entering the affordable midscale space with the
acquisition of City Express in the Caribbean and Latin America (CALA) region
just over a year ago, we have seen tremendous interest for the brand and are
pleased with its growth across the region,” said Diana Plazas-Trowbridge,
Senior Vice President and Global Brand Leader, Select Brands.
She added, “With this announcement, Marriott is excited to continue
our growth in the affordable midscale segment and provide a new welcoming,
affordable, and reliable option for value-conscious travelers in the U.S. &
Canada.”
In May 2023, Marriott announced the acquisition of the City
Express brand portfolio in CALA marking the company’s entry into the affordable
midscale segment. With over 17,000 rooms across Mexico, Costa Rica, Colombia,
and Chile, the deal increased Marriott’s footprint in the region by
approximately 45 percent.
Since the City Express acquisition, consumer and owner
interest has fueled growth of the brand, with expansion plans extending beyond
the original markets to new upcoming markets, such as Bolivia and Nicaragua.
Additionally, the company recently announced plans to expand City Express by
Marriott in Brazil.
“Marriott remains focused on providing best-in-class
offerings and a wide-range of investment opportunities for our development
stakeholders, and the initial reaction to our midscale products has been
extremely positive,” says Noah Silverman, Global Development Officer, U.S.
& Canada.
Silverman added, “We have been listening closely to our
owners and franchisees to design a highly efficient operating model, and we are
confident that City Express by Marriott will offer a strong value proposition
for those looking to invest in a transient midscale product in the U.S. and
Canada.”
Designed to be conversion friendly, the City Express Brand
by Marriott provides the opportunity for new builds in the future. Offering a
light operational model and functional modern design, the brand will give
owners in the U.S. and Canada the opportunity to capitalize on consumer demand,
while taking advantage of Marriott’s powerful sales, distribution and marketing
engines.
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