In today's hyper-competitive hospitality landscape, industry leaders are constantly seeking innovative ways to meet evolving market demands.
Marriott International, a longstanding giant in the hotel industry, is no exception. The company, which has stood the test of time over many decades by keeping its ears to the ground and anticipating movements in the market, now has its sights on the midscale segment.
In this exclusive interview recorded live from the 46th Annual NYU International Hospitality Industry Investment Conference, we sit down with Diana Plazas-Trowbridge, Marriott International's Senior Vice President of Select Brands.
During the discussion, Plazas-Trowbridge unveils the company's strategic expansion into the midscale market with two new brands—StudioRes and Project MID-T.
StudioRes, designed for extended stays averaging 20 nights, offers a simplified, limited-service experience with full in-room kitchens. Project MID-T, on the other hand, caters to shorter stays and provides amenities like free breakfast and more extensive public spaces. Both brands, Plazas-Trowbridge tells us, leverage Marriott's powerful distribution channels, sales engines, and the Marriott Bonvoy loyalty program.
Plazas-Trowbridge also highlights the strong interest from owners and franchisees, with over 100 sites already identified for StudioRes. She emphasizes how these new offerings are tailored to meet specific market needs, from traveling nurses to families embarking on their first trips.
As the midscale segment continues to show resilience and growth, especially post-pandemic, Marriott's entry promises to bring its 97 years of hospitality expertise to a new category of travelers and property owners.
Tune in now for the full conversation!
View the transcript here.