The midscale hotel market is heating up. Almost every hospitality company is launching their own midscale brands. Marriott is no exception, with the announcement of their newest midscale brand, Four Points Express By Sheraton. The brand has been created in response to consumer demand for affordable hotel options in Europe the Middle East and Africa. In the United States, there will be a similar brand under the name StudioRes.
A Flexible Brand For Consumers And Hotel Owners
Four Points Express By Sheraton will be a flexible brand for both the consumer and hospitality management groups. Guests can expect comfortable rooms, complimentary breakfast and complimentary wi-fi. Owners will be able to convert existing properties to Four Points Express with competitive terms and a light operational design model. This awards flexibility with conversion while allowing owners to put their foot in the door with Marriott brands. Currently, there are three signings in Europe including, Four Points Express by Sheraton London Euston, Four Points Express by Sheraton Antalya Lara and Four Points Express by Sheraton Bursa Nilüfer. The first property is expected to be converted late 2023.