Marriott International, Inc. has plans to further expand in the affordable midscale lodging segment in Canada and the US with yet-to-be-named extended-stay brand intended to deliver reasonably priced modern comfort for guests seeking longer stay accommodations.
Dubbed Project MidX Studios, the expansion follows the hotel company’s recent entry into the segment with City Express by Marriott in Latin America and is expected to have openings in late 2024 or early 2025.
“Marriott has long believed in having the right accommodations in compelling destinations at the right price point. Whether our guests are travelling for business, leisure or a mix of both, our portfolio of 31 brands offers something for everyone,” said Marriott International President and CEO Anthony Capuano.
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, Marriott and partners Concord Hospitality aim to reach new customers and new markets with more than 250 properties anticipated.
The brand will be part of the company’s Marriott Bonvoy loyalty platform with over 180 million members and will leverage Marriott’s Global Sales Organization, including Marriott’s dedicated Extended Stay sales team, and strong digital platforms like Marriott.com and the Marriott Bonvoy mobile app, to generate direct bookings. The new brand is expected to have tailored Marriott Bonvoy redemption options appealing to the target guest.
Benefits to customers
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-plus nights, who are seeking to pay around US$80 per night, depending on the market and demand.
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 – and come with the company’s commitment to comfort, care, and cleanliness.