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Marriott has come up with a name for its 32nd brand: StudioRes. The midscale, extended brand will cater to a “budget-conscious consumer” in the US and Canada.
StudioRes hotels will cost around $80 per night and Marriott expects the average stay to last 20 nights or longer. The properties will offer guests full kitchens and other amenities usually found in apartment buildings like on-site laundry machines, a fitness center, and other amenities for pets.
StudioRes will join Marriott’s five other extended stay brands. These include Residence Inn, TownePlace Suites, Marriott Executive Apartments, Marriott Homes & Villas, and Element by Westin.
When the new brand was announced in June and codenamed “Project MidX Studios,” Marriott CEO, Anthony Capuano commented:
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’s Take: The $80 average price is compelling for long-term stays. We’ll see where the first one pops up.
(Image Credits: Marriott International.)
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