The cup is full. Or almost. Marriott's announcement of a new mid-range brand dedicated to long stays has undoubtedly brought to an end the rush of major American groups into this buoyant segment. Hilton just a fortnight ago, Hyatt last month, Wyndham, Choice and Best Western in 2022, IHG a little earlier: all these players have added a new brand name to their offering, appealing to customers looking for affordable accommodation for twenty nights or so. First and foremost, labour professionals - a fast-growing market in the United States - but also healthcare professionals and the military.
" At a time when consumers are looking for new, flexible hosting solutions, we are delighted to announce our intention to launch affordable, mid-range long-stay accommodation to meet customer needs" said Anthony Capuano, CEO of Marriott International, who made no secret of his group's intention to add a new link to its long-stay accommodation offering when announcing its quarterly results.
As the leader in this segment, Marriott already offers a wide range of solutions for long-term stays with its Residence Inn, Element, Marriott Executive Apartments and TownePlace Suites brands. more than 1,500 "extended stay" establishmentsThe vast majority of these are located in the United States. To complete the picture, at the end of 2022 the American group also launched its Apartments by Marriott Bonvoy, modelled on Airbnb.
Now Marriott is positioning itself once again with a mid-range offer that is undoubtedly attractive to owners. " We are in talks for more 250 development opportunities under this brand" said Leeny Oberg, Chief Financial Officer and Executive Vice President of Development at Marriott International. While Hyatt has already named its future extended stay brand - Hyatt Studios - the projects have a code name, ECHO at Wyndham and H3 at Hilton. As far as Marriott is concerned, the brand created by its teams is currently known as the 'MidX Studios Project'.
The model for these MidX Studios: establishments comprising a hundred or so flats with spacious suites, a large kitchen, a large living room and a large bathroom. fitted kitchens and ample wardrobe space. As for services, guests will find laundry facilities, a gym and pet-friendly facilities. In addition to conveniences such as payment at check-out and dematerialised check-in and room key. All this for a price advertised at around 80 $ per night.
