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Marriott International has announced the launch of its new brand Four Points Express by Sheraton, designed for the midscale segment.
It said this new brand is a response to growing consumer demand for reliable yet affordable accommodation 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 US and Canada.
Marriott said 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”.
The first UK hotel is slated to open in a prime location in Central London less than 500 metres from Euston Station and one kilometre 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. 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.
Satya Anand, president, Europe, Middle East and Africa (EMEA), Marriott International, 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.”
