SUMMARY – MARRIOTT INTERNATIONAL UNVEILS FOUR POINTS EXPRESS, MEETING RISING DEMAND FOR AFFORDABLE MIDDLE-EASTERN LODGING WITH PROMISED EXCELLENCE AND GROWTH STRATEGY. MOREOVER, THEY AIMS TO PROVIDE SEAMLESS GUEST EXPEREINCE.
Marriott International unveils Four Points Express by Sheraton, catering to the midscale market in Europe, the Middle East, and Africa. In response to growing consumer demand for affordable yet dependable lodging, this addition complements Marriott’s strategic approach to regional lodging offerings. It aligns with City Express by Marriott in the Caribbean and Latin America and StudioRes in the U.S. & Canada. However, Four Points Express aims to provide value, convenience, and a seamless guest experience.
A Promise of Hospitality Excellence
Satya Anand, President of Europe, Middle East, and Africa (EMEA) at Marriott International, expresses excitement about this midscale expansion. He highlights that the EMEA midscale sector, currently consisting of nearly 1.2 million unbranded rooms, presents a lucrative opportunity for hotel owners. Additionally, Four Points Express leverages Marriott’s distribution systems and Marriott Bonvoy loyalty program, offering affordability, competitive terms, and a streamlined operational model.
Four Points Express pledges the warm, friendly service synonymous with Marriott’s reputation. Midscale travelers value practicality and efficiency for both business and leisure trips. The brand emphasizes cleanliness, comfortable accommodations, complimentary breakfast, and Wi-Fi, ensuring a stress-free and affordable stay. Distinctive design elements rooted in local aesthetics enhance the guest experience.
Expanding Footprint and Growth Strategy
Marriott has already inked deals for three UK and Türkiye locations. The first UK property, Four Points Express by Sheraton London Euston, will open in 2024, offering 201 renovated guest rooms in a prime Central London location, near major transportation hubs and key attractions. Moreover, Four Points Express hotels in Antalya and Bursa will provide convenient stays with great accessibility.
Four Points Express joins the Marriott Bonvoy loyalty platform, boasting over 186 million members. The brand will harness Marriott’s robust digital platforms, including Marriott.com and the Marriott Bonvoy mobile app, to facilitate direct bookings, enhancing the guest experience.