Marriott and Choice Take Varied Approaches to Reviving Classic Midscale Brands
Photo Credit: The new guest room design for Marriott's Fairfield Inn & Suites was inspired by the brand's ties to the Marriott family farm. Marriott International
Skift Take
This makes a lot of sense, but can Marriott and Choice make their established midscale brands stand out among all of the more design-driven newcomers that others are unleashing? Or do consumers and developers not really care as long as they save or make money?
If there are two categories in hospitality that have captured the attention of hotel developers and management companies alike they would be, in no particular order, soft brands and midscale hotels.
The midscale hotel category, in particular, has seen an onslaught of new entrants, from InterContinental Hotels Group's new Avid Hotels to Trump Hotels' new American Idea.
"It is unsurprising that the midscale category is the hottest for launching new brands," said Makarand Mody, assistant professor of hospitality marketing for the Boston University School of Hospitality Administration. "Two key trends support the development of brands in this space: overtourism and the demand for value-driven experiences, a trend that is further bolstered by the experience-seeking Millennial, and the fact that this category represents an excellent intersection of consumer economics and owner economics, as highlighted in your report in June.
"While consumers are indeed seeking out value, owners ar
