Four Points Express by Sheraton, Marriott's low-cost accommodations also arrive in Europe
Marriott announces the launch of Four Points Express by Sheraton, created for the mid-range segment. This new sign [...]
Marriott
Marriott announces launch of Four Points Express by Sheraton, created for the mid-range segment. This new sign will initially operate in Europe and the rest of EMEA. One strategy to enter into direct competition with low-budget brands such as Ibis, Motel One and the like.
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A cheaper version of the Four Points by Sheraton which are already present all over the world and which in turn are a more convenient gateway than the Sheraton hotel.
Why Four Points Express by Sheraton was born
This new brand is a response to the growing demand for comfortable and affordable accommodations in Europe, the Middle East and Africa. In line with the company's approach to meeting the demand for regionally adapted facilities for every purpose of stay, the announcement follows the company's recent move to Toward mid-range spaces with Marriott's City Express brands. in the Caribbean and Latin America and the announcement of its plans for StudioRes in the United States and Canada.
Four Points Express by Sheraton will offer budget-conscious consumers a stay experience in line with the principles of reliability, simplicity, and value, both in terms of design and customer experience.
Where the first Four Points Express by Sheraton will open.
The company has already signed three agreements between 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.
Britain's first hotel will open in the heart of London, less than 500 meters from Euston station and only one kilometer from Kings Cross and St Pancras International stations. The opening of Four Points Express by Sheraton London Euston is planned for 2024 with 201 rooms, following a major renovation of the current property. The hotel will enjoy an ideal location for technology company headquarters in Kings Cross, the British Museum, and provide prime access to London's shopping and theater districts, as well as numerous tourist attractions.
In Turkey, there are two Four Points Express hotels for which agreements have been signed in Adalia and Bursa. Four Points Express by Sheraton Antalya Lara plans 52 rooms at the time of conversion scheduled for the end of 2023. The Çağlayan district has easy connections to both the city center and the airport, and enjoys convenient proximity to the sea. In Bursa, Four Points Express by Sheraton Bursa Nilüfer will offer its guests a logistically attractive location, being situated near the highway connecting Bursa, Istanbul, and Izmir.
What these hotels will offer
Four Point Express will provide guests with the genuine and helpful style of service for which Marriott International brands. Mid-range travelers are savvy planners and prioritize those aspects that simplify both leisure and business travel. Four Points Express will hold them in high regard, thus ensuring clean and comfortable rooms, breakfasts and free Wi-Fi for an efficient and relaxing stay experience at an affordable price. Four Points Express hotels feature the brand's signature aspects that communicate a recognizable and personalized aesthetic. The brand was created specifically to meet guest demand and the pricing model is aimed at providing an effective pricing strategy for owners and fostering significant growth for Marriott International.
"We are delighted to be able to contribute to Marriott International's midscale growth with the launch of Four Points Express by Sheraton. This new brand has been carefully researched, designed and created specifically to provide midscale travelers with a stay that meets every travel need at the right price," explains Satya Anand, Marriott International president for Europe, Middle East and Africa (EMEA). "Midscale is a resilient sector that currently accounts for nearly 1.2 million rooms in EMEA, and 68% of this set is unbranded. Four Points Express will give hotel owners a way to capitalize on Marriott International's impressive distribution systems and award-winning Marriott Bonvoy loyalty program, with a cost-effective conversion opportunity that offers competitive terms and a simple operational design model."
