Marriott International sheds more light on its soon-to-launch, conversion-friendly midscale brand for transient guests
Jun 7, 2024
Holding off on a formal announcement until the name is official, Marriott gave attendees at the NYU International Hospitality Industry Investment Conference a sneak peek at what the new brand will look like. It’s currently being called Project Mid-T.
Key takeaways
- Project Mid-T will offer franchisees a lightweight operating model and functional, modern design to capitalize on growing consumer demand as part of Marriott’s sales, distribution and marketing systems;
- The new brand is targeted at transient guests traveling in the U.S. and Canada, targeting “efficient travelers,” which include business and leisure travelers, as well as groups and families;
- As a conversion-friendly brand, Project Mid-T would provide Marriott franchisees with a “kit of parts” conversion approach, with ready-to-purchase furniture, fixtures and equipment and finish specifications, and the FF&E program is designed to adapt to different types of building configurations.
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