Marriott Launches New Affordable, Midscale Hotel Brand

Marriott International on Wednesday officially added another brand to its portfolio, Four Points Express by Sheraton.

The brand will target a growing consumer pool looking for “reliable yet affordable accommodation in Europe, the Middle East, and Africa.” It’s a brand for “value-conscious consumers” looking for a simple hotel experience in convenient locations, Marriott said.

Sitting in the midscale market, Marriott said that Four Points Express by Sheraton will aim to offer what those midscale travelers want in both leisure and business trips—comfortable rooms, free breakfast, and complimentary Wi-Fi at an affordable price.

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

Marriott has already signed three deals across the U.K. and Turkey to kick off the brand and has signed other letters of intent for future properties in Poland, Belgium, and more.

The first in the U.K., Four Points Express by Sheraton London Euston, will debut in 2024. That hotel is located just 500 meters from Euston Station in London, within walking distance to the British Museum and Kings Cross Station, and will offer 201 guest rooms.

The other two in Turkey include one in Antalya—Four Points Express by Sheraton Antalya Lara, which will offer 52 guest rooms when it opens in late 2023—and one in Bursa—Four Points Express by Sheraton Bursa Nilüfer.