Marriott taps into ‘resilient' midscale market with new brand

Marriott International has announced it has signed three deals across the UK for its newly launched midscale brand, Four Points Express by Sheraton.

Four Points Express by Sheraton London Euston is set to open as a 201-bedroom property in 2024. It will be the first UK hotel to operate under the brand, which was introduced to adapt to "growing consumer demand for reliable yet affordable accommodation".

Marriot has signed three deals across the UK to open Four Points Express properties.

A roll-out has been planned across Europe, the Middle East and Africa, starting with Türkiye, where two Four Points Express hotels have been signed in Antalya and Bursa, with the first expected to launch later this year.

Satya Anand, president of Europe, Middle East and Africa (EMEA) at Marriott International, said: "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."

The group has also signed letters of intent for future Four Points Express hotels in Poland and Belgium.

Four Points Express properties will offer comfortable rooms, breakfast, free Wi-Fi and an "effective pricing strategy for owners".

It will also be included in the Marriott Bonvoy loyalty platform, which has over 186 million members.

Marriott International is based in Maryland in the US, and is made up of nearly 8,600 properties operating under 30 brands in 139 countries and territories.

The launch follows IHG's announcement last month that it will be rolling out 500 hotels under its new midscale conversion brand Garner.