Marriott International Wednesday announced the launch of a new midscale brand, Four Points Express by Sheraton, in Europe, the Middle East and Africa.
Marriott’s Four Points Express by Sheraton brand was designed for the “practical” business and leisure traveler in the affordable price scale in the EMEA market, the company said in a statement.
The first two Four Points Express properties will open as conversions in late 2023 in Turkey as the Four Points Express by Sheraton Antalya and Four Points Express by Sheraton Bursa Nilüfer. The first hotel in the U.K., Four Points Express by Sheraton London Euston, is slated for a 2024 opening after conversion. The hotel company expects more openings in the U.K. and brand entrances in Poland and Belgium, following signed letters of intent in those markets.
“Midscale is a resilient industry segment that currently represents almost 1.2 million rooms in EMEA, and 68 percent of those rooms are unbranded,” Marriott EMEA president Satya Anand said in a statement, highlighting the midscale sector as a growth opportunity for the hotel company.
The new brand adds to Marriott’s growing list of midscale options, following its launch of midscale extended-stay brand StudioRes in June in the United States and Canada, and the acquisition of affordable midscale brand City Express in the Caribbean and Latin America in March.
