Marriott Reveals First Look at Its Newest Hotel Brand

Marriott International revealed details to Skift on Monday about its newest hotel brand — temporarily named Project Mid-T — in the "midscale" hotel category. The hotel giant said the new brand is primarily aimed at developers converting existing hotels rather than new construction and is meant to appeal to travelers worldwide.

Marriott president and CEO Anthony Capuano had teased the brand's debut in an early May earnings call without providing details. It revealed more Monday to developers and owners at the New York University International Hospitality Industry Investment Conference.

The new brand aims at transient leisure and business travelers staying an average of 1.8 nights, said Diana Plazas-Trowbridge, senior vice president and global brand leader for select-service brands.

"We're really focused on making i