Marriott International, Inc. (NASDAQ: MAR) and Noble Investment Group have officially broken ground in Atlanta, Georgia, on their 10th StudioRes property, marking a strategic milestone in the evolution of the extended-stay hotel segment. Announced on September 10, 2025, the Atlanta development underscores the rapid scaling of Marriott’s newest long-term stay brand, conceived specifically to meet the needs of today’s mobile professionals, relocating families, and guests seeking affordability without sacrificing quality.
The companies’ decision to co-develop a 10th StudioRes project reflects an institutional shift in how hospitality groups are addressing emerging demand trends. With more professionals working on location for weeks or months at a time and traditional hotels offering limited support for long-term living, brands like StudioRes are attempting to bridge the gap between transient hotels and traditional rentals.
This latest ground-breaking also cements the long-standing partnership between Marriott and Noble, with both entities bringing complementary strengths to the table. Marriott contributes an expansive loyalty ecosystem, strong distribution channels, and hospitality management expertise. Noble brings development efficiency and an asset management approach tailored to long-term performance in the extended stay category.
What makes StudioRes different from Marriott’s other extended-stay offerings?
While Marriott already operates successful long-stay brands such as Residence Inn and TownePlace Suites, StudioRes occupies a distinctly different market niche. The brand’s appeal lies in its leaner cost structure, faster construction timelines, and scalable footprint—all of which make it more attractive for developers and investors targeting asset-light growth strategies.
StudioRes is optimized for cost-efficient operations and design simplicity, allowing developers like Noble to replicate the model across secondary and tertiary markets without the heavy capital expenditure typical of upscale hotels. The format includes practical amenities tailored for guests staying for a week or longer: kitchenette-equipped rooms, ergonomic workspaces, and minimal but functional social spaces.
According to Marriott’s Global Development Officer, Noah Silverman, the StudioRes model is not just a design innovation but a distribution advantage. With nearly 248 million Marriott Bonvoy members feeding demand into the ecosystem, Silverman emphasized that StudioRes is “uniquely positioned to generate customer demand at scale, drive performance and sustain long-term growth.”
How is Noble Investment Group leveraging this trend toward branded long-term accommodations?
Atlanta-based Noble Investment Group has rapidly emerged as one of the leading institutional players capitalizing on the extended-stay hospitality boom. With a focus on branded long-term accommodations as a core asset class, Noble has shifted its development playbook to prioritize properties that offer resilient, recession-proof cash flows, particularly across high-growth Sunbelt and Midwest markets.
CEO Mit Shah described the StudioRes model as central to Noble’s thesis of “institutionalizing one of the most resilient and undersupplied segments at the intersection of hospitality, mobility, and how people stay.” Noble’s extended-stay developments are designed to perform across economic cycles, reducing operational risk while ensuring sustained occupancy rates.
Noble’s partnership with Marriott extends back over three decades, but the StudioRes venture represents a more focused alignment around a brand purpose-built for today’s hybrid and mobile workforce realities.
Why is the extended-stay hotel segment booming in the U.S.?
The growth in extended-stay hospitality is driven by multiple secular shifts—some accelerated by the pandemic, others tied to longer-term labor mobility patterns. From traveling healthcare professionals to project-based contractors and remote workers on temporary assignment, there is a clear rise in mid-length stays of two weeks to three months, a segment not adequately served by traditional hotel models.
At the same time, rising housing costs and a national shortage of affordable rentals are forcing more Americans to explore long-stay hotel accommodations as a flexible stopgap. Data from hospitality analysts indicates that extended-stay properties not only enjoy higher occupancy rates than transient hotels but also generate more stable RevPAR (Revenue per Available Room), especially in non-urban markets.
In fact, extended-stay inventory accounts for just over 9% of total hotel supply in the U.S. but generates disproportionately higher investor returns due to operational efficiencies and strong average length-of-stay metrics. Brands like StudioRes are positioning themselves to capture this outsized upside by focusing on markets underserved by traditional hotel developers.
How many StudioRes hotels are in Marriott’s pipeline—and where are they being built?
Marriott has already opened its first StudioRes hotel in Fort Myers, Florida, a key Sunbelt market with high relocation and project-based work activity. As of September 2025, the brand boasts a signed pipeline of over 50 StudioRes projects, with approximately half of those currently under construction.
While exact locations have not been disclosed, company insiders suggest that upcoming properties are concentrated in mid-sized U.S. cities with growing populations, strong economic fundamentals, and limited extended-stay hotel supply. Markets like Raleigh, Austin, Nashville, and parts of suburban Georgia and Colorado are likely candidates.
The speed at which these projects are moving—from concept to construction—is a testament to StudioRes’s fast-to-market prototype. The brand was developed with input from key franchisees and institutional capital partners, ensuring that architectural efficiency, zoning compliance, and operational simplicity were prioritized from day one.
What is the investor sentiment surrounding Marriott and the extended-stay model in 2025?
Marriott International (NASDAQ: MAR) stock has shown resilience through 2025, reflecting solid RevPAR growth, loyalty ecosystem expansion, and strategic brand extensions like StudioRes. While broader hotel sector equities have experienced modest volatility due to macroeconomic headwinds, Marriott has consistently outperformed industry benchmarks.
Investor sentiment remains bullish on Marriott’s long-term strategy to diversify into higher-margin, lower-overhead segments such as extended stay. Analysts have applauded the company’s ability to monetize its Bonvoy loyalty program and strengthen franchise economics without increasing balance sheet exposure.
Buy-side institutions have maintained strong positions in MAR, particularly in hospitality-focused ETFs and dividend-growth portfolios. The StudioRes rollout is seen as accretive to Marriott’s asset-light strategy, enhancing returns on invested capital without inflating operational risk.
From a development lens, StudioRes is also attracting attention from real estate investment trusts (REITs) and institutional developers seeking recession-resistant assets that can weather rate cycles and consumer volatility. Noble’s deepening commitment to the brand reinforces this thesis.
What does this 10th StudioRes hotel milestone suggest about the future of U.S. hotel development?
The latest groundbreaking in StudioRes’s journey highlights a broader shift in U.S. hotel development strategy. In a post-pandemic environment, hotel brands and real estate firms are placing more bets on operational resilience, cost discipline, and revenue predictability—and the extended-stay format hits all three.
Rather than building large urban properties that depend on corporate travel or convention business, developers are targeting leaner, decentralized models with lower cost-to-build, reduced staff overhead, and year-round occupancy. StudioRes embodies this evolution and could set a new blueprint for growth not just for Marriott but for the entire U.S. hospitality industry.
As workforce mobility continues to rise, housing affordability remains challenged, and travelers increasingly seek flexible, longer-term accommodation, the demand for extended-stay hotels is likely to intensify. Marriott and Noble’s 10th StudioRes project may just be the inflection point for a segment poised to dominate the next chapter of American hospitality.
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