Marriott International has launched an all-new Four Points Express by Sheraton brand that will be positioned under its midscale segment.
The company has already signed three deals across the UK and Türkiye for the new brand and has also 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 500m from Euston Station and 1km 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 will offer 52 guest rooms upon its anticipated conversion in late 2023. The neighbourhood of Çağlayan has connections to both the city centre and airport and benefits from its proximity to the seaside. In Bursa, Four Points Express by Sheraton Bursa Nilüfer will offer guests a 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 localised to deliver midscale travelers the fundamentals of a stay that meets every trip purpose at the right price point,” said Satya Anand, president for Europe, the Middle East and Africa (EMEA) at 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 capitalise on Marriott International’s powerful distribution systems and Marriott Bonvoy loyalty programme, with an affordable conversion opportunity, offering competitive terms, and a light operational design model.”
Marriott said that the new brand will offer breakfast and complimentary wifi, and accommodation at “an affordable price”.
Marriott recently made progress in 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.
It announced plans to acquire the City Express brand last year, in a US$100 million deal with Mexican company Hotels City Express. The agreement has added around 150 City Express by Marriott properties in the Caribbean and Latin America.