Marriott International Inc. has revealed the official name of its new midscale extended-stay brand. Previously referred to as Project MidX Studios when it was announced in June, the brand has been given the name StudioRes.
According to Marriott, the new-build concept will consist of 124 keys and “is perfect for secondary and suburban markets with a concentration of class B multifamily.” The company said it already has 1,800 target markets identified in the U.S. and Canada.
When the brand was originally announced, Noah Silverman, global development officer for U.S. & Canada, Marriott, said, “Marriott has been working closely with owners and franchisees to develop a product that has a compelling value proposition and a highly efficient operating model. With trends towards longer-stay travel and increased work flexibility, Marriott is utilizing its experience in extended stay to deliver a fresh solution to meet the needs of a growing customer base, backed by Marriott’s powerful demand engines and revenue systems. With our plans for Project MidX Studios [now StudioRes], we will have an extended-stay product in every lodging tier—from affordable midscale to upper-upscale and luxury—for our customers and our owners and franchisees.”
Hotels under the StudioRes flag will offer weekly housekeeping and 24/7 front desk availability, according to the company.
