Marriott International announced the name of its midscale extended stay brand on Friday: StudioRes.
The brand, first announced in June, was previously operating under the working title Project MidX Studios.
The company expects the first StudioRes property to open in late 2024, according to a post on Marriott Development’s LinkedIn page. The post also teased the company’s plans to share more details at The Lodging Conference, scheduled to take place in Phoenix this September.
“We see affordable midscale as a key part of Marriott’s growth story going forward and are excited to roll out other components of our multi-pronged and regional strategy in the months ahead,” said Marriott CFO and EVP of development Leeny Oberg on LinkedIn.
A new website for the brand says StudioRes will cater to the desires of both guests and franchisees. Guests will have access to functional design built around longer stays, and franchisees and owners can enjoy a lower cost-to-build prototype with a light operational model. Noah Silverman, global development officer for the U.S. and Canada, previously told Hotel Dive that Marriott kept developers top-of-mind when designing the brand.
In a second-quarter earnings call earlier this month, Marriott President and CEO Anthony Capuano said that initial owner interest in the brand “has been tremendous.”
The low-maintenance operational model of extended stay hotels is driving investment in the sector across the U.S. In May, Hilton announced its own new extended stay brand, Project H3 — also a working title.
StudioRes is Marriott’s first midscale brand in the U.S.
