Four Points Express by Sheraton is designed to meet growing demand for affordable accommodation
Marriott International has announced the launch of Four Points Express by Sheraton, designed for the midscale segment.
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.
Four Points Express by Sheraton will offer value-conscious consumers a seamless hotel experience in a convenient location, with the pillars of reliability, simplicity and value in both the design and guest experience.
Marriott profiles midscale travellers as practical planners who prioritise elements that make both business and leisure trips effortless. Four Points Express will address these fundamental requirements by providing clean, comfortable rooms, breakfast and complimentary Wi-Fi at an affordable price.
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. 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.
In the UK, the Four Points Express by Sheraton London Euston is expected to launch in 2024 with 201 guest rooms following a significant renovation of the current property.
Four Points Express will be part of the company’s Marriott Bonvoy loyalty platform, which now has more than 186 million members.
Marriott International president, Europe, Middle East and Africa (EMEA) Satya Anand 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.”
For more information, visit www.fourpointsexpressdevelopment.marriott.com