Midscale Hotels: A Sweet Spot for Brands and Consumers

Customer satisfaction drives hotel revenue. That’s why chains are pulling out all the stops to make sure customers have pleasant and problem-free stays. With nearly $20 billion in potential revenue available for midscale properties, companies are seeking new and innovative ways to attract these consumers. Guest satisfaction is increasing with major brands. It’s a trend that’s bound to continue, as stiff competition is prompting hotels to add amenities.

Fairfield Inn & Suites

Midscale properties offer some of the same perks as upscale properties. The goal of management is to sustain quality over time. This brings customers back again and again.

Fairfield Inn & Suites ranks high in customer satisfaction. As a part of the Marriot brand, it offers numerous perks to guests, including free coffee, tea, eggs, sausage, and other items for breakfast. With a market open around the clock, guests always have access to food to eat. The business center offers high-speed internet, ergonomic furniture, and printing. The swimming pool and fitness center are only available at select locations, helping customers to stay fit while traveling.


A midscale leader, the Hampton by Hilton announced 15 new properties in July, including 11 outside the U.S. Hilton is a global company with 14 brands and more than 5000 hotels. Repeat customers can rack up reward points that will pay for future stays.

Hampton Inn & Suites and Hampton by Hilton provide lodgings for consumers seeking value and quality from the Hilton brand. The hot breakfast includes oatmeal or fresh waffles. Guests may grab a bag for breakfast “on the run” with a cup of hot tea or coffee. Make reservations from anywhere with the user-friendly mobile app. It’s the easiest way to enjoy the brand’s top-notch hospitality. For most locations, fitness rooms and pools are on site.

The InterContinental Hotels Group has spent a great deal of money and time researching the midscale space. With more than 14 million travelers, it’s an area that is significantly underserved. New hotels generally fare better. The company plans to add to its midscale portfolio of hotels.

The resort-style Holiday Inn Express provides a complimentary breakfast with all that you’d expect from a world-class, midscale property. The heated outdoor pool, fitness center, and business center give guests the tools to work or play. For an extra fee, bring your pets. The hotel welcomes the entire family for a little rest and relaxation.

Midscale guests have specific characteristics that hotels recognize. These travelers don’t waste money but will spend it on services that meet the requirements. So, hotels are developing brands and economic models that will help increase the customer base for this market segment. It’s a win-win scenario, as well-renowned brands bring quality and affordability to travelers.