Marriott International, Inc. (Nasdaq: MAR) has announced the introduction of Four Points Express by Sheraton, a new brand designed specifically for the affordable mid-range market. This fresh initiative caters to the escalating consumer demand for reliable, cost-effective accommodation in Europe, the Middle East, and Africa.
The company's approach has always been to address customer needs by tailoring offers to each region and type of stay. The launch of Four Points Express by Sheraton follows Marriott's recent entry into the affordable mid-range segment with City Express in the Caribbean and Latin America, and its plans for StudioRes in the US and Canada. Four Points Express aims to provide cost-conscious consumers with a consistent hotel experience that combines convenience, dependability, simplicity, and comfort, both in design and customer experience.
"Four Points Express by Sheraton is the result of extensive research and is designed to provide travelers with the essential elements of a stay that meets all travel objectives at the right price," said Satya Anand, President of Marriott International for Europe, the Middle East, and Africa (EMEA).
The mid-range segment is a resilient part of the industry, accounting for nearly 1.2 million rooms in the EMEA region, with 68% of these rooms being unbranded. Four Points Express will give hotel owners the chance to leverage Marriott International's robust distribution systems and the award-winning Marriott Bonvoy loyalty program, with an affordable conversion opportunity offering competitive terms and a lightweight operational design model.
Four Points Express will provide its customers with the authentic, friendly service that Marriott International's brands are known for. Mid-range travelers are organized travelers who appreciate features that make their stay easy. The brand will focus on ensuring the fundamental elements of cleanliness and comfort in rooms, free breakfast and Wi-Fi, for an efficient and relaxing experience at an affordable price.
The hotels will feature a signature design that will add character, a recognizable and local aesthetic. Alongside catering to customer needs, the brand has been designed to provide owners with a precise economic model based on an efficient pricing strategy.
This initiative is also contributing to significant growth for Marriott International: the company has already signed three contracts in the UK and Turkey 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 set to open in a prime location in central London, less than 500 meters from Euston Station and one kilometer from Kings Cross and St Pancras International. Four Points Express by Sheraton London Euston is scheduled to open in 2024 with 201 rooms, following a major renovation of the current property.
In Turkey, two Four Points Express hotels have been signed in Antalya and Bursa. Four Points Express by Sheraton Antalya Lara plans to offer 52 rooms in its conversion set for late 2023.
Headquartered in Bethesda, Maryland, USA, Marriott International, Inc. (NASDAQ: MAR) boasts a portfolio of more than 8,600 properties spread across over 30 leading brands in 139 countries and territories. Marriott operates and franchises hotels and licenses resort properties worldwide. The company offers Marriott Bonvoy®, its highly awarded travel program.