Marriott unveils a new brand focused on budget-friendly hotel experiences

This week, more information surfaced about a previously mentioned brand in development at the largest hotel chain in the world.

Marriott is preparing to introduce another brand, tentatively named Project Mid-T, aimed at the midscale hotel market. It’s anticipated to expand similarly to Hilton's premium economy Spark, mainly through converting existing hotels into the new brand.

The introduction of this new brand highlights Marriott's increasing focus on affordable options, from acquiring Mexico's City Express to launching StudioRes and Four Points Express by Sheraton.

"Since our entry into the affordable midscale segment with City Express in [the Caribbean and Latin America] last year, we've witnessed significant growth and interest from consumers," stated Diana Plazas-Trowbridge, senior vice president and global brand leader of select brands at Marriott. "Currently referred to as Project Mid-T, this brand is designed for the U.S. & Canada transient midscale market, focusing on conversions and offering potential for new developments."

Project Mid-T hotels will offer complimentary breakfasts and grab-and-go markets stocked with travel essentials and food items for purchase. Depending on the location, some hotels may also provide dinner or bar services. Guests can enjoy a lounge area with workspaces and communal tables. The guest rooms will combine practicality and comfort, featuring an open closet, a dedicated workspace, and a minifridge.

Although it may appear that some brands within Marriott are starting to overlap, many are tailored to specific regions. City Express seems focused on the Caribbean and Latin America, while Four Points Express aims at Europe, the Middle East, Africa, and, most recently, Japan.

"As we develop the Project Mid-T brand, we are actively engaging with our owners, franchisees, and customers," Noah Silverman, executive vice president and chief development officer for the U.S. and Canada at Marriott, stated in a prepared statement. "Our goal is to create a compelling design strategy that facilitates conversions, offers a streamlined operating model, and maintains a competitive low bundled fee, leveraging Marriott's distribution channels and the Marriott Bonvoy loyalty program, ideal for markets across the U.S. & Canada."