Marriott International has launched Four Points Express by Sheraton, a brand for the midscale segment in Europe, the Middle East and Africa (EMEA). Marriott said the new brand will satisfy an increasing consumer demand for affordable and reliable lodging options in the region and the new brand seeks to tap into this potential.
The announcement of the new brand follows Marriott’s recent foray into the affordable midscale segment with City Express by Marriott in the Caribbean and Latin America and the announcement of plans of StudioRes in the U.S. and Canada.
Midscale is a resilient segment representing around 1.2 million rooms across EMEA, with 68% of these rooms being unbranded, said Satya Anand, president, EMEA, Marriott International.
Marriott has already signed three deals for the brand in the U.K. and Turkey, as well as signing letters of intent for more hotels in markets like Belgium, Poland and the U.K.
The first Four Points Express by Sheraton property will open in central London, close to the Euston Station and a kilometer from Kings Cross and St Pancras International. An existing hotel will be renovated and rebranded to open as Four Points Express by Sheraton London Euston with 201 rooms in 2024.
Marriott has signed two Four Points Express by Sheraton hotels in Turkey. Four Points Express by Sheraton Antalya Lara, located close to the seaside in Antalya, will offer 52 rooms after an existing property is converted later this year. In Bursa, Four Points Express by Sheraton Bursa NilĂĽfer will be located close to the highway connecting Bursa, Istanbul and Izmir.
The brand will offer rooms with breakfast, complimentary Wi-Fi with design signatures which will have a recognizable, local aesthetic. The brand’s efficient cost model will provide an effective pricing strategy for owners, driving growth for Marriott.
“Four Points Express will offer hotel owners the opportunity to capitalise on Marriott International’s powerful distribution systems and award-winning Marriott Bonvoy loyalty program, with an affordable conversion opportunity, offering competitive terms, and a light operational design model. This new brand has been thoughtfully researched, designed and localised to deliver midscale travelers the fundamentals of a stay that meets every trip purpose at the right price point,” Anand said.
Four Points Express by Sheraton will be part of Marriott’s loyalty platform, Marriott Bonvoy.