Marriott launches another brand targeting affordable hotel stays
Details about a previously hinted brand in the works at the world’s largest hotel company emerged this week.
Marriott plans to roll out another brand, this one dubbed Project Mid-T (working title), in the midscale hotel category. Project Mid-T is expected to grow in a similar fashion as Hilton’s premium economy Spark: primarily by converting existing hotels into the new branding.
The new brand comes amid a growing emphasis at Marriott on new, affordably priced brands, from the acquisition of Mexico’s City Express to the launch of StudioRes and Four Points Express by Sheraton.
“Since Marriott entered the affordable midscale segment with City Express in [the Caribbean and Latin America] last year, we’ve seen tremendous growth and consumer interest,” Diana Plazas-Trowbridge, senior vice president and global brand leader of select brands at Marriott, said in a statement. “Currently known as Project Mid-T by Marriott, this brand is a U.S. & Canada transient midscale product designed with a focus on conversions, with an opportunity for new builds.”
Project Mid-T hotels will feature complimentary breakfast and grab-and-go markets with travel and food items for purchase. Depending on the hotel, there could even be dinner or bar options. There will also be a lounge area with workspaces and communal tables. Guest rooms at Project Mid-T hotels will provide a “blend of practicality and comfort” and have features like an open closet, a workspace and a minifridge.
While it might seem like some of these brands are beginning to cannibalize one another at Marriott, many are region-specific. City Express appears to be focused on the Caribbean and Latin America, while Four Points Express will target Europe, the Middle East, Africa and, most recently, Japan.
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“As the Project Mid-T brand takes shape, we are continuing to listen to our owners, franchisees and customers,” Noah Silverman, executive vice president and chief development officer for the U.S. and Canada at Marriott, said in a prepared statement. “Our aim for the brand is to provide a compelling, efficient design strategy that is conversion-friendly, a light operating model, and a highly competitive low bundled fee that harnesses the power of Marriott’s distribution channels and Marriott Bonvoy loyalty program, perfect for markets across U.S. & Canada.”
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