BETHESDA, Md. — Marriott International, Inc. has unveiled its plans to launch a new extended-stay lodging brand, which has not yet been named, 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 Canada and the U.S.
Project MidX Studios is designed to enable accelerated speed-to-market with a low cost to build. The prototype model targets a build cost of $13 million to $14 million, requiring approximately 54,000 sq. ft. of total building area for 124 studios. The brand is also expected to have a light operational cost model for owners and franchisees.
The brand will be part of the company’s award-winning Marriott Bonvoy loyalty platform with more than 180 million members. It will leverage Marriott’s global sales organization, including Marriott’s dedicated extended-stay sales team, and strong digital platforms such as Marriott.com and the Marriott Bonvoy mobile app to generate direct bookings.
Additionally, 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 such as 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.
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 unwavering commitment to comfort, care and cleanliness.
“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. As consumers look for new, flexible accommodation solutions, we’re 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,” says Anthony Capuano, president and CEO, Marriott International.
“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,” says Mark Laport, president and CEO, Concord Hospitality. “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.”
“With Project MidX Studios, we’re 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’re 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,” says Leeny Oberg, CFO and executive vice-president, Development for Marriott International.