MARRIOTT INTERNATIONAL IS introducing its “City Express” brand to the U.S. and Canada, marking its entry into the midscale transient segment. Previously known as Project Mid-T, this expansion underscores Marriott’s commitment to enhancing its midscale offerings and providing lodging options for all travel purposes.
The brand has attracted interest from owners and franchisees and expects to sign agreements, with potential hotel openings in the U.S. and Canada in the coming months, Marriott said in a statement.
“Since entering the affordable midscale space with the acquisition of City Express in the Caribbean and Latin America just over a year ago, we have seen significant interest for the brand and are pleased with its growth across the region,” said Diana Plazas-Trowbridge, Marriott’s senior vice president and global brand leader of select brands. “With this announcement, Marriott aims to continue growth in the affordable midscale segment and provide a new option for value-conscious travelers in the U.S. and Canada.”
The City Express brand is designed for easy conversion, with future new build opportunities, and features a streamlined operational model and a functional, modern design, the statement said.
“Marriott remains focused on providing best-in-class offerings and a range of investment opportunities for our development stakeholders. The initial reaction to our midscale products has been positive,” said Noah Silverman, Marriott’s global development officer for the U.S. and Canada. “We have listened closely to our owners and franchisees to design an efficient operating model and are confident that City Express by Marriott will offer a strong value proposition for those looking to invest in a midscale product in the U.S. and Canada.”
In May 2023, Marriott acquired the City Express brand portfolio in CALA, increasing its footprint in the region by approximately 45 percent, the statement said. The portfolio includes more than 17,000 rooms across Mexico, Costa Rica, Colombia, and Chile. Since then, strong consumer and owner interest has fueled growth, with plans to expand into new markets like Bolivia and Nicaragua, as well as a recent announcement for City Express by Marriott’s expansion in Brazil.
In August, Marriott recorded 4.9 percent year-over-year global RevPAR growth in the second quarter of 2024, with U.S. and Canada RevPAR up 3.9 percent and international RevPAR up 7.4 percent. Net income increased to $772 million, compared to $726 million the previous year.
