Marriott is continuing its offensive in the mid-range hotel sector. In 2023, the group launched the Four Points Express by Sheratonwho made its European debut this yearin London and Turkey, but also in Japan, as well as a low-cost long-stay brand in the United States, StudioReswhich is due to make its debut in Fort Myers, Florida, in spring 2025.
The recently announced expansion in this segment once again concerns North America, with the roll-out of a new brand in the United States and Canada. A new brand, or rather recycling the success of City Express by Marriotta brand of Mexican origin acquired by the American group in May 2023, which has enabled it to strengthen its position in Latin America by 45% with the entry into new markets such as Bolivia and Nicaragua, with the brand also expected to enter Brazil shortly.
" Since entering the affordable mid-range market with the acquisition of City Express in the Caribbean and Latin America (CALA) region just over a year ago, we have seen considerable interest in the brand and are pleased with its growth across the region.said Diana Plazas-Trowbridge, in charge of the Group's Selct brands. With this announcement, Marriott is delighted to continue its growth in the affordable mid-range segment (...) in the United States and Canada" .
Marriott made no secret of its desire to expand its mid-range footprint across the Atlantic alongside its Fairfield and Courtyard brands. Its CEO, Anthony Capuano, had mentioned it when announcing the group's results for the first quarter of 2024, before more details were given last June. What was known at the time under the code name 'project Mid-T' will therefore take the form of a brand that already exists elsewhere and focused primarily on conversion. Marriott plans to " sign agreements and possibly open hotels in the United States and Canada under the City Express by Marriott brand in the coming months" .
