Sherbrooke, Quebec – November 17, 2025 – Groupe Laroche, Activar Hôtels, and their partners (briefly listed and presented at the end of this release) today marked a significant milestone for the Canadian hotel industry by announcing the groundbreaking of the very first StudioRes hotel in Canada.
This new 105-room establishment, which, in addition to regular stays, is well-suited for extended stays, will be strategically located in Sherbrooke’s dynamic Health District (Quartier Santé), at the corner of 12th Avenue and Rue Bossé. Its proximity to the CHUS hospital (Centre hospitalier universitaire de Sherbrooke) and quick access to Highway 610 make it an ideal location for healthcare professionals, patients and their families, as well as business travellers requiring long-term lodging.
Each room will be designed as a fully equipped studio, including a full kitchen, specifically meeting the needs of extended stays. The opening is scheduled for Fall 2026.
“Choosing Sherbrooke for the Canadian launch of StudioRes is a testament to the vitality of its health sector and its economic growth. This project represents a new and essential lodging option in the Estrie region. We are proud to bring this innovative brand to a market that greatly needs it,” declared Éric Laroche of Groupe Laroche, the lead partner on the project.
The new Mayor of Sherbrooke, Ms. Marie-Claude Bibeau, is also delighted with this important announcement: “Being informed of such wonderful news for the City of Sherbrooke, and at the very beginning of the mandate, is stimulating and brings significant visibility to our city.”
A Fast-Growing Brand
StudioRes is one of Marriott International’s newest brands, designed for the midscale extended-stay segment. This project in Sherbrooke is the first for the brand in Canada, part of a significant North American expansion that currently includes more than 60 signed projects, according to Marriott.
“Marking the debut of StudioRes in Canada, this groundbreaking represents an exciting step in the expansion of the brand’s portfolio,” affirmed Ron Stewart, Marriott International Senior Vice President, Development, Midscale Brands. “The demand for affordable and functional lodging options for long-term stays is growing strongly. Thanks to the collaboration with Groupe Laroche and Activar Hôtels, we are confident that StudioRes can set a new benchmark for this market segment in Sherbrooke and beyond.”
A Strong Partnership
The realization of this project is the result of the collaborative leadership of Groupe Laroche, Activar Hôtels, HUDL (Longer Construction), our builder, as well as a range of local shareholders.
“Activar Hôtels is extremely enthusiastic about developing and operating the first Canadian StudioRes by Marriott. We firmly believe that the StudioRes model, focused on operational efficiency and guest comfort for extended stays, is perfectly adapted to the needs of the Sherbrooke market. This is an immense growth opportunity for our company,” emphasized Mathieu Mault, CEO of Activar Hôtels.
The project promises to strengthen local hotel infrastructure and offer a high-quality, affordable accommodation solution for the community.
About the Partners
- Groupe Laroche:Founded in 2009, Groupe Laroche quickly became a key leader in the field of project management and real estate development in Quebec
- Activar Hôtels: Investor, developer, and lodging manager. This project represents the 6th hotel in their portfolio
- Pierre-Luc Auclair et Gabriel Laforest (HUDL (Longer Construction, our builder): Since 1979, a reputable and trusted general contractor in the Eastern Townships with major projects in Québec and Ontario
- Mario, Michael et Maxime Beaudoin (MB Capital)
- Julien Gervais (Noteb) & René Baillargeon (Baillargeon Coffrage)
- Denis Bourque (Tim Hortons franchisee)
- Luc Bélanger (Bernard Bélanger entrepreneur électricien)
- Danny Bennet (Sib Électrique)