Marriott International has announced the expansion of its City Express by Marriott brand into the United States and Canada, marking its entry into the affordable midscale transient segment in these regions.
Previously known as Project Mid-T, this move is part of Marriott’s strategy to broaden its presence in the affordable midscale market, offering regionally relevant lodging options at accessible price points.
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Diana Plazas-Trowbridge, Senior Vice President and Global Brand Leader for Select Brands, highlighted the brand’s success since Marriott acquired City Express in the Caribbean and Latin America (CALA) in 2023, noting strong consumer demand and expansion plans in countries like Bolivia, Nicaragua, and Brazil.
The acquisition, which added over 17,000 rooms in Mexico, Costa Rica, Colombia, and Chile, grew Marriott’s footprint in the region by 45%.
Noah Silverman, Global Development Officer for U.S. & Canada, emphasized the positive feedback from owners and franchisees, praising the efficient operational model of City Express by Marriott.
The brand offers a conversion-friendly option with potential for new builds, allowing owners to benefit from Marriott’s extensive sales and marketing network.
Marriott has already seen significant interest from franchisees, with anticipated hotel openings under the City Express by Marriott brand in the coming months. The properties will be part of the Marriott Bonvoy program, where members can earn and redeem points.
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