Extended-stay for everyone

The extended-stay wars are taking yet another twist with Marriott International on Monday announcing Project MidX Studios, an affordable to stay, build and operate midscale extended-stay brand for the U.S. and Canada. This comes just a few weeks after Marriott announced the launch of another affordable midsale brand for Latin America, City Express by Marriott. The question is whether or not the demand is there for so much extended-stay or whether or not these will become more transient products.

At launch and in collaboration with, Concord Hospitality said it expects to break ground on three Project MidX Studios this year, with anticipated openings in late 2024 or early 2025.

Marriott Chief Financial Officer and Executive Vice President, Development Leeny Oberg added that Marriott is in discussions with owners for more than 250 new development opportunities under this brand.

Marriott said that Project MidX Studios is expected to be Marriott’s most affordable cost-per-room product in the U.S. & Canada and is designed to enable accelerated speed-to-market with a low cost to build. The prototype model targets a build cost of $13 million to $14 million, requiring approximately 54,000 square feet of total building area for 124 studios. The brand is also expected to have a light operational cost model for owners and franchisees.

ADR is expected to come in around $80 per night, depending on the market and demand.

Marriott added that Project MidX Studios will deliver a streamlined, light-touch, digital-first operating model that focuses on the needs of a budget conscious consumer, with conveniences like pay-and-go retail and check-in with Marriott Mobile Key. 

Project MidX Studios will include suites offering both single or double queens, in-room kitchens and ample closet space. They will feature on-site guest laundry, gym, and pet-friendly facilities.

The new brand will give Marriott an extended stay product in every lodging tier—from affordable midscale to upper upscale and luxury. It joins Residence Inn by Marriott, Element by Westin, TownePlace Suites by Marriott, Marriott Executive Apartments and more recently, Apartments by Marriott Bonvoy.