Marriott introduces a new brand focused on budget-friendly accommodations

Marriott Reveals Details of New Midscale Brand, Project Mid-T

Exciting news emerged this week as details about a new brand in the works at the world’s largest hotel company, Marriott, were unveiled. The brand, known as Project Mid-T (working title), is set to make its mark in the midscale hotel category.

Following in the footsteps of Hilton’s successful premium economy Spark, Marriott plans to primarily grow Project Mid-T by converting existing hotels into the new branding. This move comes as Marriott places a growing emphasis on new, affordably priced brands, such as the recent acquisition of Mexico’s City Express and the launch of StudioRes and Four Points Express by Sheraton.

Diana Plazas-Trowbridge, senior vice president and global brand leader of select brands at Marriott, expressed excitement about the new brand, stating, “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.”

Project Mid-T hotels will offer complimentary breakfast, grab-and-go markets, and potentially dinner or bar options. The guest rooms will feature a blend of practicality and comfort, with amenities like open closets, workspaces, and mini-fridges. The brand aims to provide a conversion-friendly design strategy, a light operating model, and competitive fees, all while leveraging Marriott’s distribution channels and loyalty program.

With a focus on the U.S. and Canada markets, Project Mid-T is poised to make a significant impact in the midscale hotel sector, offering travelers a new and exciting option for their accommodation needs.