Marriott is expanding the City Express by Marriott brand into the United States and Canada. Previously referred to as Project Mid-T by Marriott, this brand expansion is part of the company’s focus on strengthening its presence in the affordable midscale segment.
“Since entering the affordable midscale space with the acquisition of City Express in the Caribbean and Latin America region just over a year ago, we have seen tremendous interest for the brand and are pleased with its growth across the region,” Diana Plazas-Trowbridge, SVP and global brand leader, select brands, said in a statement. “With this announcement, Marriott is excited to continue our growth in the affordable midscale segment and provide a new welcoming, affordable, and reliable option for value-conscious travelers in the U.S. & Canada.”
In 2023, Marriott acquired the City Express brand portfolio in CALA, which marked the company’s entry into the affordable midscale segment. With more than 17,000 rooms across Mexico, Costa Rica, Colombia and Chile, the deal increased Marriott’s footprint in the region by approximately 45 percent. Since the acquisition, consumer and owner interest has fueled growth of the brand, with expansion plans extending beyond the original markets to new upcoming markets, such as Bolivia and Nicaragua, according to the company. Additionally, the company recently announced plans to expand City Express by Marriott in Brazil.
“Marriott remains focused on providing best-in-class offerings and a wide-range of investment opportunities for our development stakeholders, and the initial reaction to our midscale products has been extremely positive,” said Noah Silverman, global development officer, U.S. and Canada. “We have been listening closely to our owners and franchisees to design a highly efficient operating model, and we are confident that City Express by Marriott will offer a strong value proposition for those looking to invest in a transient midscale product in the U.S. and Canada.”
The City Express by Marriott brand is designed to be conversion-friendly, with an opportunity for new builds in the future. City Express by Marriott has a light operational model and functional modern design.
According to the company, Marriott has already received extensive interest from owners and franchisees, and the company anticipates having signed agreements, with possible hotel openings, in the U.S. and Canada under the City Express by Marriott brand over the next few months.