Marriott introduces midscale brand to EMEA

Image © Marriott International
Marriott International has launched the Four Points Express by Sheraton line, designed for the midscale segment.

This new brand is a response to growing consumer demand for reliable and affordable accommodation in Europe, the Middle East and Africa (EMEA).

Regional relevance

Consistent with the company’s approach to meeting the needs of guests with regionally relevant lodging products for every stay purpose, the latest introduction follows Marriott’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 and 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.

Design signatures

The brand’s properties will prioritise elements that make business and leisure trips effortless, providing clean, comfortable rooms, breakfast and complimentary wi-fi.

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.

UK first

The hotel group 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 500 m from Euston Station and 1 km 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 significant renovation of an existing property.

Two for Türkiye

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 neighbourhood of Çağlayan has connections to both the city centre and airport while being in 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.

Midscale growth

Satya Anand, president, EMEA at Marriott, said: “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.

“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.”