Marriott International continues its growth in the affordable midscale segment with the launch of the Four Points Express by Sheraton brand.

According to Marriott, 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”.

Brand hotels will boast design signatures that provide character and a recognisable, localised aesthetic and place importance on delivering an efficient and relaxing experience at an affordable price for guests. In terms of exploitation, the brand’s cost model is intended to provide an effective pricing strategy for owners and to help drive growth for the company as a whole.

Following Marriott’s move into the affordable midscale market in the Caribbean and Latin America with the acquisition of City Express, as well as the announcement of StudioRes in the US and Canada, this new brand will target the EMEA region.

Marriott has already signed three deals across the UK (Four Points Express by Sheraton London Euston expected to open in 2024 with 201 rooms) and Turkey (Four Points Express by Sheraton Antalya Lara expected to open this year and Four Points Express by Sheraton Bursa Nilüfer).

Additionally, letters of intent for future Four Points Express hotels have been signed in markets such as Poland, Belgium, and the UK.

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 programme, with an affordable conversion opportunity, offering competitive terms, and a light operational design model.

Satya Anand, President, Europe, Middle East and Africa at Marriott International