Tag: Marriott

Within the past two years, we’ve seen an explosion of new hotel brand development and rapid advances in the way we travel. One of those new found changes is extended stay hotel brands such as Home2 Suites, Residence Inn, Hawthorn Suites, Hyatt House and more. 

An extended stay hotel offers guest rooms with larger living spaces, kitchenettes and additional amenities you wouldn’t find in a traditional hotel room. These types of hotels are aimed at travelers or guests staying for longer periods of time while offering the comforts of home. 

Extended stay hotels are nothing new to the industry, and have actually been around for several decades. During and after the pandemic, extended stay hotels have grown rapidly and quickly became the fastest growing segment in the hotel industry.

With all this new found expansion and an already crowded hotel market, brands like Marriott, Hilton, Hyatt and even Wyndham have developed new brands to capitalize on the growing market and expand their reach. In today’s post, we will be taking an in-depth look at some of these newly created brands, how they plan to differentiate themselves and what we can expect as consumers from these new brands. First up, LivSmart Studios by Hilton!

LivSmart Studios by Hilton:

Back in May of 2023, Hilton teased it was in the process of developing a new extended stay hotel brand with Project H3. 

“After much anticipation, we’re thrilled to announce that LivSmart Studios by Hilton is official,” Isaac Lake, brand leader of LivSmart Studios, said in a statement. “With a resilient $300 billion workforce travel market, the extended-stay segment continues to grow. It has never been as primed as it is now for this long-stay brand, and we’re thrilled with the initial excitement we’ve received from owners.”

LivSmart Studios by Hilton will be aimed toward travelers and guests looking to spend about 20 nights or more at a time. Each location will feature communal common areas such as fitness centers, laundry areas and outdoor spaces with grills as well as fire pits. Hilton previously announced there would be free breakfast with grab-and-go items.

Rooms will be designed and furnished like Apartment-style studios. Each will feature fully-equipped kitchens with full-size refrigerators, dishwashers, microwaves, two-burner stove tops and plenty of storage. Multipurpose furniture in the guest rooms will create versatile spaces for working as well as relaxing and, of course, sleeping

It is reported that the first location should be open for business by the end of this summer in Kokomo, Indiana.

StudioRes by Marriott:

Prior to Hilton announcing Project H3, Marriott announced Project MidX Studios, another extended stay brand it would be adding to its 30+ brands. For context, Marriott already has four extended stay hotel brands, including:

• Residence Inn by Marriott, where all rooms are suites and feature kitchens, with complimentary breakfast and an evening happy hour.
• TownePlace Suites by Marriott, where rooms range from studios to two bedroom suites, and feature kitchens; Marriott describes this brand as being for “the Upbeat Realistic traveler”.
• Element by Westin, where rooms range from studios to one bedrooms suites and feature kitchens, with complimentary breakfast and an evening happy hour; this is typically higher end than Residence Inn and TownePlace Suites
• Marriott Executive Apartments, which is the closest thing in Marriott’s hotel portfolio to an apartment-style accommodation

Looking at the StudioRes design, it shares similarities to that of Hilton’s design however, I personally feel this design is very bland and slapped together for the sake of it. Marriott seems to be aiming at attracting more owners/operators with a cheaper startup and operational brand rather than improving on a niche market concept that can benefit potential new guests.

StudioRes will have a focus on the United States and Canada, with the most affordable cost-per-room product for developers, intended to accelerate speed-to-market, with a low cost to build. For a property with 124 keys, the model targets a build cost of $13-14 million, with around 54,000 square feet of total building area. The brand will also have a light operational cost model for owners and franchisees, meaning you can expect these hotels to not have many amenities.

Comparing this to the previously discussed Hilton design, I feel as though the Hilton design is way more put together and actually feels more detail oriented, has that service standard Hilton is known for and is overall a better concept. I feel like this concept is just pinching pennies and could honestly use more time and effort in development. Just looking at the concept art, it looks very rushed and slapped together. The exterior rendering doesn’t even look like a hotel at all. Plus why is there no bathroom rendering? Does this mean we are going to get a cheaply slapped together bathroom?

On many online threads, there are several loyal Marriott guests commenting on the company’s massive growth and inability to balance between developing its newer brands and keeping its older brands afloat.

“I get that the big hotel companies need a lot of brands to justify growth. But what happens to the old brands? I don’t see anyone really building and opening new Alofts anymore. That brand seems to be just existing. I stayed at the Aloft in Wichita last year. It felt like walking into a W property circa 2006. It was a hip concept back then, but felt very dated and just completely out of place in Kansas. What about Four Points? Is anyone really building and opening new Four Points properties? I actually think that Four Points is a better brand than Courtyard but Courtyard seems to be what developers want to build when they want something more than a Fairfield but something less than a more upscale brand. At some point, Marriott has to discontinue old brands and convert existing properties to something else. I’ve noticed that a tremendous number of 1970s and 1980s Marriotts have become Delta in recent years”.

Overall, I have to say I am extremely disappointed with their concept and effort they put in. Considering Marriott wants to create a concept for extended stays for 20+ room nights, their concept doesn’t stand out or incorporate anything innovative or new. I personally think this is very lazy and sad since the company is well known from the start for being innovative and groundbreaking when it comes to hotels. I just don’t see that from this concept at all. Marriott already has Marriott Executive Apartments and those are lightyears better. You would think you would want to top that concept especially if you want to create a whole new hotel brand from it. I just don’t see how Marriott, who is known for high standards and the details, is okay with this concept.

Hyatt Studios:

Before we get into Hyatt’s new brand, a quick note, compared to the previous two concepts, this concept is a more traditional extended stay brand not an apartment style, long term stay brand. Hyatt announced its new brand in April of 2023, in order to grow the company’s portfolio, guest base and tap into this new found exponential growth of extended stay hotels. 

“We are proud to launch the Hyatt Studios brand and bring the high-quality experience and level of care promised by the Hyatt brand to smaller markets and submarkets where we don’t have Hyatt hotels,” said Jim Chu, chief growth officer, Hyatt. “We identified a white space for Hyatt, creating a compelling opportunity to significantly accelerate our industry-leading net rooms growth, care for World of Hyatt members on more stay occasions and introduce World of Hyatt to new guests in a new segment which we expect will drive increased direct bookings for all properties across the Hyatt portfolio.”

Guestrooms will marry form with function and offer suites with kitchen amenities to provide comfort during extended trips away from home. The Hyatt Studios food and beverage experience will include a complimentary grab-and-go breakfast and a best-in-class, 24-hour market with a wide variety of options to satisfy extended-stay guests – from health-conscious snacks and ready-made meals to sweet and savory staples to fulfill travel cravings, all of which can be prepared and enjoyed in the guestroom’s kitchen featuring a multi-function convection microwave.

One major thing that sticks out for me is how Hyatt states “the brand is designed to be flexible based on developer needs”. Personally, I feel a brand should be designed for the guests experience, efficiently and ease to operate. Basically, what I’m getting out of this is there will be little to no form of brand standards. 

The specific relevant content for this request, if necessary, delimited with characters: Room design wise, much like Marriott, it seems very slapped together and bland. There is no pop of color or anything exciting to draw you in. While I get a kitchenette takes up a lot of room, why does it seem like the kitchen is weirdly placed in the middle of the room? Seems like they took a standard Hyatt room and slap a kitchen inside with a tiny closet. If this is supposed to be an extended stay brand, why does it lack storage options? Is it possible they just forgot that detail in the rendering or is it totally forgotten? Also notice how we don’t even get a rendering of the bathroom? Does this mean we are going to get a cheaply slapped together bathroom?

Final Thoughts:

One thing that is an immediate red flag for me as well is despite being different concepts, all three of the exterior renderings all suspiciously share the same color scheme and similar design. 

Despite this, I personally think the Hilton design is the most throughout, detailed and most guest oriented. Seems like Hilton is more focused on the guest experience instead of putting the developer first. While I get designing a new hotel prototype to minimize the start-up and operational costs makes sense, it shouldn’t be at the guest’s expense. This is just one of the many reasons Hilton always wins me over compared to Marriott, Hyatt and IHG. 

It’ll definitely be interesting to see how each of these brands expands and grows as time goes on. Will these concepts be well received or will there be massive changes made? Only time can tell.