Marriott Announces New Four Points Express by Sheraton Brand

Marriott has announced details regarding its newest midscale brand, Four Points Express by Sheraton, which will become the latest brand under the chain’s umbrella.

Marriott is positioning the new midscale brand for the Europe, Middle East, and African regions – the same way its other recent acquisition, City Express, targets the midscale market in Latin America and the Caribbean.

Marriott Announces New Four Points Express by Sheraton Brand

Marriott has announced the upcoming launch of its newest brand, Four Points Express by Sheraton.

According to Marriott’s press release, the Four Points Express by Sheraton brand will “offer value conscious consumers a seamless hotel experience in a convenient location, with the principles of reliability, simplicity, and value in both the design and guest experience.”

Marriott positions Four Points Express by Sheraton under what seems to be a priority category for the company: midscale. Recall that Marriott has recently acquired and embedded the midscale City Express brand in Latin America and the Caribbean, and has plans to launch the midscale StudioRes longer-stay brand in the US and Canada.

Based on information provided to prospective hotels, Marriott is gearing the brand towards hotel conversions with minimal renovations, rather than newly built properties. Therefore, we can expect a relatively rapid rollout of the brand, as properties opt in.

Four Points Express by Sheraton properties will be based in Europe, the Middle East, and Africa.

As it stands, Four Points Express by Sheraton Antalya Lara in Türkiye is already slated to open in late 2023, with 52 rooms.

Other openings in the near future include one location each in London, UK, and Bursa, Türkiye.

The first UK hotel, with 201 rooms, will be centrally located in London, just a stone’s throw away from Euston Station.

On the other hand, the second Four Points Express by Sheraton to open in Türkiye is located along the highway that connects the major cities of Izmir and Istanbul, and it will be called Four Points Express by Sheraton Bursa Nilüfer.

How Will Four Points Express Differ from Four Points by Sheraton?

As the name suggests, the new brand is a “lite” version of Four Points by Sheraton, which is already a “select service” brand in itself.

Therefore, we might expect even fewer bells and…