Marriott International announced the launch of Four Points Express by Sheraton, the new conversion-friendly midscale brand, developed specially for Europe, the Middle East and Africa regions.
This new brand is a response to growing consumer demand for reliable yet affordable accommodation in Europe, the Middle East and Africa, says the company statement. Consistent with Marriott’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 US & Canada. Four Points Express by Sheraton will offer value-conscious consumers a seamless hotel experience in a convenient location, with principles of reliability, simplicity and value in both the design and guest experience. “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 localised to deliver midscale travellers 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 per cent of those rooms are unbranded. Four Points Express will offer hotel owners the opportunity to capitalise on Marriott International’s powerful distribution systems and award-winning Marriott Bonvoy loyalty programme, with an affordable conversion opportunity, offering competitive terms, and a light operational design model.” Midscale travellers are practical planners who prioritise elements that make both business and leisure trips effortless. The brand will treat these fundamentals with great importance by providing clean, comfortable rooms, breakfast and complimentary Wi-Fi, delivering an efficient and relaxing experience at an affordable price. Four Points Express hotels will offer design signatures that provide character and a recognisable, localised aesthetic. The brand has been tailored to meet guests’ needs and the efficient cost model is intended to provide an effective pricing strategy for owners and help drive meaningful growth for Marriott International. The company has already signed three deals across the UK and Türkiye and has signed letters of intent for future Four Points Express hotels in markets such as Poland, Belgium and the UK. The first UK hotel is slated to open next year in a prime location in Central London less than 500 metres from Euston Station and one kilometre from Kings Cross and St Pancras International. In Türkiye, two Four Points Express hotels have been signed in Antalya and Bursa. * Marriott International can be found under individual brands and properties all throughout the show