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Marriott launches new midscale brand for EMEA region

by | Sep 27, 2023 | Hotel Industry News, Hotel News

Marriott International is launching a new brand for the Europe, Middle East and Africa market. Four Points Express by Sheraton, designed for the midscale segment, is a response to “growing consumer demand for reliable yet affordable accommodation” in the region, the company said in a statement, adding that the brand will emphasize “reliability, simplicity and value in both the design and guest experience.

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 U.S. and Canada.

“We’re delighted to be fueling Marriott International’s midscale growth with the launch of Four Points Express by Sheraton. This new brand has been thoughtfully researched, designed and localized to deliver midscale travelers the fundamentals of a stay that meets every trip purpose at the right price point,” Satya Anand, president, Europe, Middle East and Africa, Marriott International, said in a statement. “Midscale is a resilient industry segment that currently represents almost 1.2 million rooms in EMEA, and 68 percent of those rooms are unbranded. Four Points Express will offer hotel owners the opportunity to capitalize 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.”

Four Points Express hotels will have design signatures that “provide character and a recognizable, localized aesthetic,” according to the company. The cost model is intended to provide an effective pricing strategy for owners and help drive “meaningful growth” for Marriott. The company has already signed three deals across the U.K. and Türkiye and has signed letters of intent for future Four Points Express hotels in Poland, Belgium and the U.K.

The first U.K. hotel is slated to open in Central London close to Euston Station and one kilometer from Kings Cross and St. Pancras International. Four Points Express by Sheraton London Euston is expected to open in 2024 with 201 guestrooms following a 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 have 52 guestrooms upon its anticipated conversion in late 2023. In Bursa, Four Points Express by Sheraton Bursa Nilüfer will be close to the highway that connects Bursa, Istanbul and Izmir.

Article by: Jena Tesse Fox

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