Project MidX Studios, according to the announcement, 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 or more, who are seeking to pay around $80 per night, depending on the market and demand.
The hotels will include spacious suites offering single or double queens, in-room kitchens and ample closet space. They will feature on-site guest laundry, gym and pet-friendly facilities. The new brand is expected to have tailored Marriott Bonvoy redemption options appealing to the target guest.
Expected to be Marriott’s most affordable product to build, according to the announcement, the prototype model targets a building cost of $13 million to $14 million, requiring approximately 54,000 square feet of total building area for 124 studios. The brand is also expected to have a light operational cost model for owners and franchisees.
Noah Silverman, global development officer for US and Canada, said that with trends toward longer-stay travel and increased work flexibility, Marriott is utilizing its experience in extended stay to deliver a fresh solution to meet the needs of a growing customer base, backed by the company’s powerful demand engines and revenue systems. With the plans for Project MidX Studios, he said, “we will have an extended stay product in every lodging tier — from affordable midscale to upper upscale and luxury — for our customers and our owners and franchisees.”
Marriott’s other extended stay brands include Residence Inn by Marriott, Element by Westin, TownePlace Suites by Marriott, Marriott Executive Apartments and, more recently, Apartments by Marriott Bonvoy. Image: Courtesy of Marriott
