Marriott International Adds New Affordable Midscale Brand
Marriott International today announced the launch of Four Points Express by Sheraton, it’s newest brand in the midscale segment for Europe, the Middle East and Africa. 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 its plans for StudioRes in the U.S. & Canada.
Four Points Express by Sheraton promises to “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.”
Four Points Express prioritize elements that make both business and leisure trips effortless. The brand will provide basics such as clean, comfortable rooms, breakfast and complimentary Wi-Fi, and affordable prices.
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. 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.
Four Points Express will also join the Marriott Bonvoy loyalty platform, which has over 186 million members.
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We needed another Marriott brand like Americans need to gain 50 pounds each on average.