Marriott International, Inc. announced the launch of Four Points Express by Sheraton, designed for the midscale segment. This new brand is a response to growing consumer demand for reliable yet affordable accommodations in Europe, the Middle East, and Africa. Consistent with the company’s approach to meeting the needs of guests with regionally relevant lodging products for every stay purpose, the announcement follows the company’s recent move into the affordable midscale space with City Express by Marriott in the Caribbean and Latin America and the announcement of its plans for StudioRes in the United States and Canada. The company has already signed three deals across the United Kingdom and Türkiye and has signed letters of intent for future Four Points Express hotels in markets such as Poland, Belgium, and the United Kingdom.
“We’re delighted to be fuelling Marriott International’s midscale growth with the launch of Four Points Express by Sheraton. This new brand has been thoughtfully researched, designed, and localized to deliver midscale travelers the fundamentals of a stay that meets every trip purpose at the right price point,” said Satya Anand, president, Europe, Middle East, and Africa (EMEA), Marriott International. “Midscale is a resilient industry segment that currently represents almost 1.2 million rooms in EMEA, and 68 percent of those rooms are unbranded. Four Points Express will offer hotel owners the opportunity to capitalize 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.”
Four Points Express will provide guests with the service Marriott International’s brands are known for. Midscale travelers are planners who prioritize elements that make both business and leisure trips effortless. The brand will treat these fundamentals with importance by providing clean rooms, breakfast, and WiFi, delivering an efficient experience at an affordable price. Four Points Express hotels will offer design signatures that provide a recognizable, localized aesthetic. The brand has been made to meet guests’ needs and the cost model is intended to provide a pricing strategy for owners and help drive growth for Marriott International.
The first U.K. hotel is slated to open in Central London less than 500 meters from Euston Station and one kilometer from Kings Cross and St. Pancras International. Four Points Express by Sheraton London Euston is expected to open in 2024 with 201 guestrooms following a renovation of the current property.
In Türkiye, two Four Points Express hotels have been signed in Antalya and Bursa. Four Points Express by Sheraton Antalya Lara plans to offer 52 guestrooms upon its anticipated conversion in late 2023. The neighborhood of Çağlayan has connections to both the city center and the airport. In Bursa, Four Points Express by Sheraton Bursa Nilüfer will offer guests a location close to the highway that connects Bursa, Istanbul, and Izmir.
Four Points Express will be part of the company’s Marriott Bonvoy loyalty platform with over 186 million members. It will leverage Marriott’s digital platforms like its website and the Marriott Bonvoy mobile app to generate direct bookings.
Appeared first on: lodgingmagazine.com