DesignCell Named a Recommended Architect for Project Mid-T, Now Named City Express

DesignCell Architecture has recently been named a Recommended Architect for Marriott’s latest hotel brand, marking a major achievement for the firm. Marriott’s new brand represents a unique addition to its portfolio, with a focus on flexible spaces, modern design, and enhanced guest experiences. As a Recommended Architect, DesignCell will play a pivotal role in shaping the look and feel of these innovative properties, ensuring they align with Marriott’s high standards. This designation solidifies DesignCell’s reputation for excellence in hospitality design for over 17 years and reinforces their strong relationship with one of the world’s largest hotel chains.

Marriott Recommended Architect

Being a recommended architect for Marriott means that the architect has been vetted and approved by Marriott for their expertise in designing hotels that meet Marriott’s specific brand standards and operational requirements. This recommendation often involves several key aspects:

1. Experience and Track Record: The architect typically has a proven history of successfully designing hotel properties, particularly those in alignment with Marriott’s brand image and functional needs.
2. Design Standards Compliance: Marriott has specific design standards and guidelines to ensure consistency across its properties. A recommended architect is familiar with these standards and can deliver designs that comply with Marriott’s requirements.
3. Quality and Innovation: The architect is known for high-quality work and innovative solutions that enhance the guest experience, contributing to Marriott’s reputation for excellence.
4. Collaborative Approach: The architect has a collaborative approach and can work effectively with Marriott’s project teams, including developers, contractors, and other stakeholders.
5. Efficiency: The architect is capable of delivering projects on time and within budget, meeting Marriott’s operational and financial objectives.
6. Past Collaborations: Often, a recommended architect will have previous experience working on Marriott projects or with similar hotel chains, demonstrating their ability to meet the brand’s expectations.

Being on this list can lead to more opportunities to work on Marriott projects and can enhance DesignCell’s reputation in the hospitality industry.

Background

Marriott International has announced its newest hotel brand, priorly known as “Project Mid-T,” now known as City Express, which aims to target the growing demand for midscale accommodations. This exciting new brand represents a shift in Marriott’s strategy by focusing on conversions of existing hotel properties rather than developing new ones from scratch. By doing so, the brand addresses the needs of both developers and travelers alike, offering cost-effective solutions for hotel owners while providing affordable and comfortable stays for guests.

The Concept Behind City Express

City Express was created to fill a gap in Marriott’s portfolio by catering to travelers who seek practical, no-frills accommodations at an accessible price point. The brand targets transient leisure and business travelers, with stays averaging around 1.8 nights. This midscale segment is a competitive space, and Marriott sees it as an opportunity to provide value-driven accommodations that offer consistent quality while meeting the growing demand from budget-conscious travelers.

One of the most distinctive aspects of City Express is its focus on conversions, rather than new builds. Marriott’s decision to embrace conversions reflects the current challenges in the construction and debt markets, particularly with rising interest rates making new hotel developments more costly and difficult to finance. By converting existing hotels or even repurposing office buildings into hotels, Marriott can help developers bypass some of the financial hurdles that come with ground-up construction.

As Diana Plazas-Trowbridge, senior vice president and global brand leader for select-service brands, noted, the goal is to make the conversion process as straightforward as possible for property owners. By simplifying the conversion process, Marriott hopes to attract developers looking for flexible solutions to maximize their property investments.

Affordable Comfort for Guests

For travelers, City Express is designed to offer key essentials at a reasonable price without sacrificing the quality and consistency that Marriott is known for. Guest rooms will include a mix of sizes, allowing flexibility depending on whether the target market is more suited to family travelers or business guests. Each room will have functional, essential amenities such as open closets, workspaces, and smart storage solutions.

Guests can also expect a variety of public spaces aimed at both relaxation and productivity. The lobby area will feature open social spaces, and the business lounge will be equipped with long communal tables, power strips, and televisions—perfect for business travelers who need a place to work. While these amenities are basic, they meet the needs of guests looking for practical, straightforward services during short stays.

In addition, City Express will offer a simple fitness center with essential equipment like cardio machines and free weights. Though it may not be as expansive as fitness centers in luxury hotels, this facility aims to provide guests with just what they need to stay active during their stay.

Complimentary breakfast will also be available to all guests, adding another layer of convenience for budget-conscious travelers who want a quick and easy start to their day. The simplicity of these offerings aligns with the brand’s philosophy of delivering just what guests need while avoiding unnecessary extras that might drive up costs.

Developer-Friendly Model

For hotel owners and developers, City Express provides a streamlined approach that simplifies both operational and financial aspects. Marriott has introduced a bundled fee structure to make cost management more transparent for owners. Traditionally, Marriott breaks out its fees into various categories, such as franchise royalty fees, marketing fees, and loyalty program fees. By consolidating these into a single 10.5% fee, developers can more easily predict the overall costs associated with converting and operating a property under the City Express brand.

This bundled fee structure not only simplifies accounting for owners but also incentivizes developers to take advantage of Marriott’s global reach and recognition without the complexity of navigating multiple fee types.

Positioning in the Market

City Express is part of Marriott’s broader strategy to tap into the “affordable midscale” segment, a growing market that has seen considerable interest from both travelers and developers in recent years. This segment sits between luxury and upscale brands on one end and economy or premium-economy brands on the other, making it an attractive option for a wide range of guests.

The new brand is in line with other recent moves by Marriott and its competitors to capture the midscale market. Marriott, for example, has introduced Four Points Express by Sheraton in Europe, StudioRes in North America, and City Express in Latin America. Likewise, other major hotel groups, such as IHG and Hilton, have launched their own midscale conversion brands—Garner and Spark, respectively—while Hyatt introduced Hyatt Studios as an “upper-midscale” conversion brand.

These efforts reflect a broader industry trend toward serving the needs of middle-class travelers, who are seeking budget-friendly accommodations that still deliver essential comforts. Marriott’s decision to target this market further solidifies its position as a leader in the hospitality industry, providing options for every type of traveler.

Conclusion

With City Express, Marriott is tapping into a growing market of travelers who want simplicity, comfort, and affordability without sacrificing quality. By focusing on conversions, Marriott offers developers an easier and more cost-effective way to bring new hotels to market, while still providing the high standards of service and amenities that guests expect. This move into the midscale segment marks a strategic evolution for Marriott as it adapts to current market conditions and consumer demands, setting the stage for continued success in the competitive world of hospitality.

If you are considering a City Express, please reach out to DesignCell with any questions!