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Marriott announced today another new brand, Four Points Express by Sheraton, which is designed for the midscale segment. Hotels under this flag will be limited to Europe, the Middle East, and Africa. This comes on the heels of Marriott launching two other regional brands: City Express by Marriott brand in Mexico and Latin America and StudioRes by Marriott brand in the US.
What is Four Points Express by Sheraton?
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 brand will offer clean, comfortable rooms, breakfast, and complimentary Wi-Fi.
Satya Anand, President, Europe, Middle East, and Africa (EMEA) at Marriott International, describes the brand as:
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. 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.”
The company has already signed three deals across the UK and Türkiye. It’s also signed letters of intent for future Four Points Express hotels in Poland, Belgium, and the UK. The three confirmed hotels are:
- Four Points Express by Sheraton Antalya Lara (Türkiye) (52 rooms)
- Four Points Express by Sheraton London Euston (UK) (201 rooms)
- The Four Points Express by Sheraton Bursa Nilüfer (Türkiye) (no details around the number of planned rooms)
Anthony’s Take: I don’t know why Marriott has to keep introducing brands. There are so many already in the portfolio, so I’m not sure why these couldn’t be placed under others.
(Image Credits: Marriott.)
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1 comment
Another brand? Thank God! People were almost at the point of understand the existing Marriott portfolio and we can’t have that happening.