Marriott International announces its newest midscale brand, Four Points Express by Sheraton
Marriott International continues its affordable midscale growth with the announcement of Four Points Express by Sheraton.
This new conversion-friendly brand has been designed for the midscale segment as a response to growing consumer demand for reliable yet affordable accommodation in Europe, the Middle East and Africa.
The midscale segment, which represents almost 1.2 million hotel rooms in EMEA, has shown great resilience throughout all macroeconomic cycles and Marriott International has decided that now is the right time to enter the market with its newly launched brand.
Four Points Express by Sheraton provides hotel owners an unprecedented opportunity for growth with flexible standards, competitive terms with a lower and simplified affiliation fee, and a cost-effective operational design model. The brand performance will also benefit from being powered by the strength of Marriott International's distribution systems and award-winning Marriott Bonvoy loyalty program.
With Four Points Express by Sheraton, Marriott International brings its world-renowned expertise and operational capabilities to offer a fresh approach to the midscale segment, one that will focus on giving the value-conscious midscale guests a seamless hotel experience.
Ideal for both business and leisure trips, the brand promises to treat the fundamentals of providing clean, comfortable rooms, breakfast and complimentary Wi-Fi with the importance it deserves. Delivering an efficient and convenient stay at an affordable price is at the heart of the value proposition allowing guests to stay effortlessly.
Positioned as an optimal choice for midscale hotel conversions in the EMEA region, the hotel group has already signed three deals across the UK and Türkiye and has signed letters of intent for future Four Points Express hotels in markets such as Poland, Belgium and the UK.
The first UK hotel is slated to open in a prime location in Central London less than 500 metres from Euston Station and one kilometre from Kings Cross and St Pancras International.
Take the opportunity to learn more about investing with confidence in Four Points Express by Sheraton by connecting with the dedicated development team at Marriott International or visit the website.
