BETHESDA, Md. — Marriott International, Inc. has launched its Four Points Express by Sheraton brand, designed for the midscale segment. This new brand is a response to growing consumer demand for reliable yet affordable accommodation in Europe, the Middle East and Africa. The launch follows the company’s recent move into the affordable midscale space with City Express by Marriott in the Caribbean and Latin America and StudioRes in Canada and the U.S.
Four Points Express by Sheraton will provide clean, comfortable rooms, breakfast and complimentary Wi-Fi, delivering an efficient and relaxing experience at an affordable price. The brand will offer design signatures that provide character and a recognizable, localized aesthetic. Additionally, 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 U.K. and Türkiye and has signed letters of intent for future hotels in markets such as Poland, Belgium and the U.K. The first U.K. hotel, Four Points Express by Sheraton London Euston, is expected to open in 2024 with 201 guestrooms following a significant renovation of the current property. In Türkiye, Four Points Express by Sheraton Antalya Lara plans to offer 52 guestrooms upon its anticipated conversion in late 2023, while Four Points Express by Sheraton Bursa Nilüfer will offer guests a convenient location close to the highway that connects Bursa, Istanbul and Izmir.
“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 travellers the fundamentals of a stay that meets every trip purpose at the right price point,” says 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 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.”