Hotel franchise fees › The StandardX
The StandardX Franchise Fees 2026: Royalty, Marketing and Initial Fee
The StandardX is a lifestyle brand from Hyatt. Here is what it charges to join and to stay in the system, where the numbers come from, and how they compare with similar brands.
The StandardX fees at a glance
| Initial fee | $95,000 plus $500 per room over 200 |
|---|---|
| Royalty | 5% |
| Marketing or program fee | 3.5% (Commercial Services Fee) |
| Royalty plus marketing | 8.5% of rooms revenue |
| Franchisor | Hyatt |
| Segment | Lifestyle |
| Disclosure year | 2026 |
Note: 2026 FDD (issued March 27, 2026) on file with the Minnesota Department of Commerce. Also a World of Hyatt loyalty assessment on eligible revenue.
Source: Read in The StandardX’s 2026 Franchise Disclosure Document (FDD). Source 1
How The StandardX compares
The StandardX’s royalty and marketing fees add up to 8.5% of rooms revenue. That is right at the 8.5% average for the 10 lifestyle brands in our table with a comparable headline figure, the 6th-lowest of the 10.
| Lifestyle brand | Franchisor | Royalty | Marketing | Headline |
|---|---|---|---|---|
| Motto by Hilton | Hilton | 5% | 3% | 8% |
| Unscripted by Hyatt | Hyatt | 5% | 3% (Commercial Services Fee; 3.5% with more than 5,000 sq ft of meeting space) | 8% |
| TRYP by Wyndham | Wyndham | 5% | 3% (Marketing and Reservation Fee) | 8% |
| Hotel Indigo | IHG | 5% | 3.5% (Services Contribution) | 8.5% |
| Caption by Hyatt | Hyatt | 5% | 3.5% (Commercial Services Fee) | 8.5% |
| The James Hotels | Sonesta | 5% | 3.5% (Brand Promotion Fee; can rise to 4.5%) | 8.5% |
| Canopy by Hilton | Hilton | 5% | 4% | 9% |
| Tempo by Hilton | Hilton | 5% | 4% | 9% |
| Graduate by Hilton | Hilton | 5% | 4% | 9% |
| AC Hotels | Marriott | 6% | 2.5% | — |
What the headline number leaves out
Royalty and marketing are only the start. Most brands also charge for reservations and distribution, loyalty-program assessments on member stays, required technology and property-management systems, training and quality assurance. Brands also negotiate: ramp-up royalty discounts, key money and conversion incentives are common. Ask Hyatt for its estimate of total fees as a share of rooms revenue, and read Items 5 and 6 of the current FDD before you sign. Our analysis of what owners really pay a brand puts the typical all-in bill at 10% to 13% of rooms revenue.
Other Hyatt brands
Hyatt Place · Hyatt House · Hyatt Studios · Hyatt Select · Caption by Hyatt · JdV by Hyatt · The Unbound Collection by Hyatt · Destination by Hyatt · Unscripted by Hyatt · Hyatt Regency · Hyatt Centric · Thompson Hotels
Keep going
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- Price per key, cap rate and OTA cost calculators
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The Hotelier Times is a publisher, not a franchise adviser. Fees change; confirm every figure in the brand’s current Franchise Disclosure Document. Spot an error? Email nathan@hoteliertimes.com.