Marriott has today introduced a new hotel brand called Four Points Express by Sheraton, which falls under the midscale category alongside popular brands like Ibis, Holiday Inn Express, and Premier Inn.
Branded midscale hotels cater to individuals who frequently travel at their own expense and seek cost-effective yet reliable accommodations without unnecessary amenities. The likes of Ibis and Holiday Inn Express have already established a strong presence in this market segment. Four Points Express by Sheraton aims to capture a share of this market.
The brand will initially focus on Europe, the Middle East, and Africa. Given the immense size of this market worldwide, there is no reason why the brand should not extend its reach beyond these regions.
What to expect at a Four Points Express by Sheraton hotel?
Four Points Express by Sheraton is comparable to other brands in terms of amenities. Guests can expect a comfortable bed, a compact bathroom, a (complimentary) breakfast, WiFi, and the opportunity to earn and burn Marriott Bonvoy points.
I expect these hotels to have only one room type available, so any upgrades or additional features may not be applicable in this case.
Four Points Express properties in the pipeline.
Marriott has already secured three deals in the UK and Türkiye, with plans for future Four Points Express hotels in markets such as Poland, Belgium, and the UK.
The anticipated opening dates are 2024 for Four Points Express by Sheraton London Euston, and 2023 for Four Points Express by Sheraton Antalya Lara and Four Points Express by Sheraton Bursa Nilüfer.