Last month I wrote about Marriott International’s addition of its 37th standalone hotel brand, and now we have an update on another of the company’s newer brands, StudioRes. Today, the company announced the opening of its first StudioRes hotel which is located in Fort Myers, Florida. The launch comes nearly two years after Marriott announced the new brand.
Marriott Opens its First StudioRes Property
According to Marriott, the brand was developed with a fast-to-market construction model (though it took two years for the first property to open) and cost-efficient design, represents Marriott’s most affordable product to develop and is expected to expand quickly across North America.
The newly opened all-studios property features 124 rooms designed for long-term travelers, offering kitchen-equipped accommodations with modern comforts aimed at guests on work assignments, relocations, construction projects, or extended getaways.
Marriott International Chief Financial Officer and EVP, Development Leeny Oberg, said this about the new hotel:
“Since unveiling StudioRes only two years ago, we have been thrilled by the reception among owners and franchisees, and we are proud to celebrate this milestone with Concord Hospitality and Whitman Peterson. We designed StudioRes to provide terrific value for customers with an innovative room design and highly efficient operating model for long-term stays. The fast adoption of the brand also demonstrates the power of the Marriott Bonvoy ecosystem and the importance of our strong developer relationships, while underscoring our continued commitment to providing lodging options for every traveler, price point and trip purpose.”
The Fort Myers property includes studio-style guest rooms with one or two beds, a lounging area, and in-room kitchens complete with stovetops, microwaves, and full-sized refrigerators. Communal amenities such as outdoor patios, fitness centers, food and beverage vending, and casual workspaces create a flexible, connected experience.
The hotel is currently accepting reservations and nightly rates at the hotel are expected to average around $100. Marriott plans to open more than 40 StudioRes properties in the U.S. and Canada by the end of 2027.
StudioRes Properties are Awful for Elites
While I am a Marriott loyalist, I won’t be making any plans to stay at a StudioRes property given its Elite earnings (or lack thereof). Most Marriott properties earn 10 points per dollar spent with some longer term properties such as Residence Inn and TownePlace Suites earning 5 points per dollar. StudioRes stays will only offer 4 points per dollar which is the second lowest of all Marriott properties (Marriott Executive Apartments earns 2.5 points per dollar).
While the points earnings are unfortunate, the real kicker here is the fact that guest won’t earn elite night credits on stays. We’ve seen Marriott limit earnings on elite nights before as its Protea Hotels, City Express, and Four Points Flex brands only earn one elite night credit for every two nights but, this is the first time they’ve allowed no earnings for stays.
Summary
Marriott International has opened the first ever StudioRes property in the state of Florida. The opening comes two years after Marriott first announced the brand which will slot in at the lower end of the company’s portfolio. Also, stays at StudioRes hotels won’t qualify for earning elite night credits in the Marriott Bonvoy loyalty program.
I’m curious to get everyone’s thoughts on the StudioRes brand now that the first property is open. While I’ll be steering clear of it, I’m interested to see if any others see the value here.
(Image courtesy Marriott International)
