Marriott International recently unveiled details about its new midscale brand, known as Project Mid-T. The brand aims to cater to travelers seeking affordable accommodations that meet their basic needs for both business and leisure purposes.
The brand is designed to have a modern and clean aesthetic, offering guests a comfortable stay. In addition to this, hotels under Project Mid-T will provide complimentary breakfast and access to a fitness center. The brand’s average daily rate is expected to fall in the range of $90 to $100, making it an attractive option for budget-conscious travelers.
A Project Mid-T conversion is estimated to cost between $15,000 to $30,000 per guestroom. This relatively low investment cost, combined with the brand’s “low bundled fee” of 10.5%, which covers franchise, marketing, and loyalty fees, is expected to be appealing to property owners. The financial benefits offered to franchisees make Project Mid-T a competitive choice in the market.
While the brand is currently operating under the working title Project Mid-T, Marriott plans to unveil its official name before the third quarter. The rollout of Project Mid-T aligns with Marriott’s strategic focus on expanding its presence in the midscale sector. The brand’s introduction follows Marriott’s acquisition of the City Express brand in Mexico in 2022, signaling the company’s commitment to growth in this market segment.
Marriott’s Project Mid-T presents a promising opportunity for franchisees and travelers alike. With its emphasis on affordability, modern design, and essential amenities, the brand is poised to attract a wide range of guests seeking a comfortable stay at an accessible price point. Keep an eye out for further updates on Project Mid-T as Marriott continues to develop and expand its midscale offerings.
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