Marriott launches its 32nd — and most affordable — brand
Editor's note: This is a recurring post, updated with new information and offers.
And then there were 32 … brands at the world's largest hotel company, that is.
Marriott officially launched what it anticipates will be its most budget-friendly extended stay brand earlier this summer. The new brand (which had a working title of Project MidX Studios) got its official name this week: StudioRes.
Marriott CEO Anthony Capuano first hinted on a company earnings call earlier this year that a new brand was on the cusp of being announced. StudioRes was first announced mere weeks after the company brought in its 31st brand with the official acquisition of Mexico-based City Express, an affordable mid-tier chain.
StudioRes is the biggest throttle forward to date among the major hotel conglomerates battling it out for budget-minded travelers. Hilton recently launched an extended-stay brand under the working title Project H3. Hyatt launched its Hyatt Studios brand earlier this year and was the only major extended-stay brand to launch with an official name set in stone.
Hilton also launched at the beginning of the year a so-called "premium economy" brand called Spark, but it is not an extended-stay offering.
Marriott's StudioRes concept already has several hundred potential development opportunities in the works compared to the similar extended-stay brand launches by Hyatt and Hilton — both of which touted more than 100 development talks apiece at launch for their respective projects. The official website for StudioRes notes there are 1,800 target markets identified for the new brand.
"Our deep experience and leading position in extended-stay lodging, coupled with the recent trends toward increased work flexibility and longer stay travel, make us very optimistic about our growth potential," Capuano said on a company earnings call earlier this month. "While it is still early days, initial interest from the development community has been extraordinary. We are working on several hundred deals and hope to have our first deal signed by the end of this year."
The details on StudioRes
Marriott leaders promoted affordability both for the people staying at a future StudioRes property as well as the developers fronting the bill to build each hotel.
The brand aims to appeal to guests staying 20 nights or longer at a hotel who want to pay around $80 per night. Guest suites will feature single or double queen-size beds as well as kitchens and an abundance of storage areas. Common areas will include guest laundry facilities, a gym, pay-and-go retail spaces and pet-friendly spaces.
Marriott also estimates the new label will be the most affordable cost-per-room option in the company's overall brand portfolio. The extended-stay sector has been a highly lucrative one for Marriott in the past. Residence Inn is widely seen throughout the hotel industry as a cash cow for owners of each of these properties due to the popularity of the brand.
Even in economic downturns, extended-stay hotels generally perform well due to their customer base of essential workers and people needing temporary housing. Marriott has tapped into that revenue with a reliable stream of licensing fees compared to other companies that rely more on leisure or business travel demand that ebbs and flows.
"With trends toward 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," Noah Silverman, Marriott's global development officer for the U.S. and Canada, said in a statement. "With our plans for [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."
Marriott's swelling extended-stay brand count
While StudioRes brings Marriott's overall hotel brand count to 32, it also beefs up the company's extended-stay lodging bracket to six brands. The company already has Residence Inn, Element, TownePlace Suites, Marriott Executive Apartments and the recently announced Apartments by Marriott Bonvoy.
Why another brand? StudioRes taps into a more budget-conscious market segment, both for customers and hotel owners. Each of StudioRes' siblings operates at a higher price point.
Residence Inn is a traditional hotel brand operating in the upscale segment alongside competitors like Hyatt Place and Hilton Garden Inn. On the other hand, the new Apartments by Marriott Bonvoy is in the premium and luxury stratum and is more of a serviced apartment-style option rather than a typical hotel stay (think: weekly housekeeping and up to three-bedroom offerings in a high-end residential building).
But StudioRes brings something new — and more affordable — to the table for Marriott customers.
Major hotel companies like Marriott, Hyatt and Hilton often touted their concentration on higher-end segments of the hospitality food chain while leaving more budget-friendly options to players like Wyndham and Choice Hotels. However, that mindset is rapidly changing. Hotel chains are embracing the idea that it's better to have an offering at all price points rather than focusing just on higher-spending, higher-yielding markets.
Attract travelers when they primarily book more affordable hotels, and you'll keep them in the loyalty ecosystem for a lifetime (and ideally when they can pony up for more expensive offerings like a St. Regis or Edition), the thinking goes.
"With [StudioRes], we are focused on enhancing the breadth of our portfolio through the creation of a product specially designed for the affordable midscale extended stay tier — from the physical product to the operating model," Leeny Oberg, Marriott's chief financial officer and executive vice president of development, said in a statement. "The team created [StudioRes] to reach both new customers and new markets."
Marriott was already at work on beefing up its affordable accommodation lineup with the recent acquisition of City Express. While the hotel world waits to see if City Express expands globally like Marriott's other mid-market brand, AC (which was once a brand focused on Spain), travelers in the U.S. and Canada will be the first to experience StudioRes.
As for the first outposts? Hotel development company Concord Hospitality, which is based in Raleigh, North Carolina, expects to break ground on three StudioRes hotels later this year and open the first as early as sometime next year.
Related reading:
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 3X | Earn 3X Miles on Delta purchases. |
| 1X | Earn 1X Miles on all other eligible purchases. |
Pros
- Delta SkyClub access when flying Delta
- Annual companion ticket for travel on Delta (upon renewal)
- Ability to earn MQDs through spending
- Various statement credits for eligible purchases
Cons
- Steep annual fee of $650
- Other Delta cobranded cards offer superior earning categories
- Earn 100,000 Bonus Miles after you spend $6,000 or more in purchases with your new Card within the first 6 months of Card Membership and an additional 25,000 bonus miles after you make an additional $3,000 in purchases on the Card within your first 6 months, starting from the date that your account is opened. Offer Ends 04/01/2026.
- Delta SkyMiles® Reserve American Express Card Members receive 15 Visits per Medallion® Year to the Delta Sky Club® when flying Delta and can unlock an unlimited number of Visits after spending $75,000 in purchases on your Card in a calendar year. Plus, you’ll receive four One-Time Guest Passes each Medallion Year so you can share the experience with family and friends when traveling Delta together.
- Enjoy complimentary access to The Centurion® Lounge in the U.S. and select international locations (as set forth on the Centurion Lounge Website), Sidecar by The Centurion® Lounge in the U.S. (see the Centurion Lounge Website for more information on Sidecar by The Centurion® Lounge availability), and Escape Lounges when flying on a Delta flight booked with the Delta SkyMiles® Reserve American Express Card. § To access Sidecar by The Centurion® Lounge, Card Members must arrive within 90 minutes of their departing flight (including layovers). To access The Centurion® Lounge, Card Members must arrive within 3 hours of their departing flight. Effective July 8, 2026, during a layover, Card Members must arrive within 5 hours of the connecting flight.
- Receive $2,500 Medallion® Qualification Dollars with MQD Headstart each Medallion Qualification Year and earn $1 MQD for each $10 in purchases on your Delta SkyMiles® Reserve American Express Card with MQD Boost to get closer to Status next Medallion Year.
- Enjoy a Companion Certificate on a Delta First, Delta Comfort, or Delta Main round-trip flight to select destinations each year after renewal of your Card. The Companion Certificate requires payment of government-imposed taxes and fees of between $22 and $250 (for itineraries with up to four flight segments). Baggage charges and other restrictions apply. Delta Basic experiences are not eligible for this benefit.
- $240 Resy Credit: When you use your Delta SkyMiles® Reserve American Express Card for eligible purchases with U.S. Resy restaurants, you can earn up to $20 each month in statement credits. Enrollment required.
- $120 Rideshare Credit: Earn up to $10 back in statement credits each month after you use your Delta SkyMiles® Reserve American Express Card to pay for U.S. rideshare purchases with select providers. Enrollment required.
- Delta SkyMiles® Reserve American Express Card Members get 15% off when using miles to book Award Travel on Delta flights through delta.com and the Fly Delta app. Discount not applicable to partner-operated flights or to taxes and fees.
- With your Delta SkyMiles® Reserve American Express Card, receive upgrade priority over others with the same Medallion tier, product and fare experience purchased, and Million Miler milestone when you fly with Delta.
- Earn 3X Miles on Delta purchases and earn 1X Miles on all other eligible purchases.
- No Foreign Transaction Fees. Enjoy international travel without additional fees on purchases made abroad.
- $650 Annual Fee.
- Apply with confidence. Know if you're approved for a Card with no impact to your credit score. If you're approved and you choose to accept this Card, your credit score may be impacted.
- Terms Apply.
- See Rates & Fees