Midscale hotels—often categorized as 140 rooms or less—used to be referred to as limited-service hotels. Several major hotel chains are betting on the lower cost and speed of building midscale franchises and enhancing them, making midscale one of the hottest growth tiers in the hospitality sector.
Marriott, which entered the midscale segment last year with its StudioRes extended-stay brand, is preparing to launch a second midscale brand.
In January, Marriott broke ground on its first StudioRes hotel in Fort Myers, FL, which was developed by Concord Hospitality. In an earnings call earlier this month, Marriott CEO Anthony Capuano said the company has more than 300 potential StudioRes deals under discussion in nearly 150 U.S. markets.
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