Four Points Express by Sheraton
Marriott International is launching a new brand for the Europe, Middle East and Africa market. Four Points Express by Sheraton, its 33rd brand, is designed for the midscale segment, and comes in a response to “growing consumer demand for reliable yet affordable accommodation” in the region, the company said. The brand will emphasize “reliability, simplicity and value in both the design and guest experience.”
Tthe 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 U.S. & Canada.
“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 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% 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 program, with an affordable conversion opportunity, offering competitive terms, and a light operational design model.”
The brand will provide the important fundamentals such as clean, comfortable rooms, breakfast and complimentary Wi-Fi. It promises an “efficient and relaxing experience at an affordable price.” Four Points Express hotels will offer design signatures that provide character and a recognizable, localized aesthetic.
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 in a prime location in Central London less than 550 yards from Euston Station and less than a mile from Kings Cross and St Pancras International. Four Points Express by Sheraton London Euston is expected to open in 2024 with 201 guest rooms following a significant 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 guest rooms upon its anticipated conversion in late 2023. The neighbourhood of Çağlayan has fantastic connections to both the city center and airport while benefiting from close proximity to the seaside. In Bursa, Four Points Express by Sheraton Bursa Nilüfer will offer guests a convenient location close to the highway that connects Bursa, Istanbul and Izmir.
Four Points Express will also be part of the Marriott Bonvoy loyalty platform with over 186 million members.