Marriott International plans to launch new affordable midscale brand

3 min reading time

Published on 06/06/23 - Updated on 06/06/23

Project MidX Studios

Marriott International has announced plans to launch an affordable midscale extended-stay offering in the US and Canada. Yet to be officially named, the project is currently known as Project MidX Studios.

Following its recent entry into the segment with City Express by Marriott in Latin America, Marriott International now plans further expansion in the affordable midscale lodging segment.

Project MidX Studios is intended to deliver reasonably priced modern comfort for guests seeking longer stay accommodations in the US and Canada. The brand will be designed to deliver a great guest experience while reducing building and operating costs for owners and franchisees.

It will join Marriott’s other extended-stay brands such as Residence Inn by Marriott, Element by Westin, TownePlace Suites by Marriott, Marriott Executive Apartments, and Apartments by Marriott Bonvoy.

Set to be Marriott’s most affordable cost-per-room product in the US and Canada, Project MidX Studios is conceived to enable accelerated speed-to-market with a low cost to build.

A prototype property should have a build cost of $13-14 million, require approximately 5,017 m² of total building area, and offer 124 studios.

The brand will also integrate the Marriott Bonvoy loyalty platform and have a light operational cost model for owners and franchisees.

On the customer side of things, Project MidX Studios will boast suites offering both single or double queens, in-room kitchens, and closet space. Additional amenities will include check-in with Marriott Mobile Key, on-site guest laundry, a gym, and pet-friendly facilities.

They are designed for guests seeking affordable, flexible accommodations for an extended stay, typically 20+ nights or more. Prices are anticipated to be around $80 per night, depending on the market and demand.

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.

Anthony Capuano, President & CEO of Marriott International

With Project MidX Studios, we are focussed 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.

Leeny Oberg, Chief Financial Officer & Executive Vice-President, Development at 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. 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.

Mark Laport, President & CEO of Concord Hospitality

Marriott International

Marriott International

Hotel Group

  • Marriott International United-States
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