Marriott launches midscale brand for value-conscious consumers

Marriott International has introduced a new midscale brand to meet demand for “reliable yet affordable accommodation” in Europe, the Middle East and Africa,

Targeting value-conscious consumers, Four Points Express by Sheraton is based on the principles of “reliability, simplicity and value” in both design and guest experience, with hotels set in convenient locations.

The brand is focused on delivering the fundamentals of seamless business and leisure travel, including clean, comfortable rooms, breakfast, free Wi-Fi and friendly service with a localised design.

“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,” said Marriott International President, Europe, Middle East and Africa (EMEA), Satya Anand.

“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.”

Marriott has signed three deals across the UK and Türkiye as well as letters of intent for future Four Points Express hotels in markets such as Poland, Belgium and the UK.

The first UK hotel, in Central London, is slated to open in 2024 following a significant renovation of the property. The 201-room Four Points Express by Sheraton London Euston will offer easy access to London’s shopping and theatre districts, as well as many tourist hotspots. In Türkiye, two Four Points Express hotels have been signed in Antalya and Bursa.

The latest brand from Marriott aligns with the group’s strategy of offering regionally relevant lodging products for a variety of purposes.

It 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.