Marriott Unveils Newest Midscale Brand, Four Points Express by Sheraton

Marriott is launching a new brand under its wide umbrella of hotels. Four Points Express by Sheraton is the company’s latest endeavor, and the upcoming brand will cater to guests looking for affordable stays in hotspots around the globe.

Here’s what to know about this midscale, affordable hotel brand.

Four Points Express by Sheraton

Four Points Express by Sheraton will be primarily focused outside of the U.S. Marriott says the brand was conceived in response to growing consumer demand for reliable yet affordable accommodations in Europe, the Middle East, and Africa.

As with any midscale property, guests can expect comfortable rooms and complimentary Wi-Fi, but not much in the way of other amenities.

“We’re delighted to be fuelling Marriott International’s midscale growth with the launch of Four Points Express by Sheraton,” said Satya Anand, President, Europe, Middle East and Africa (EMEA), Marriott International. “This new brand has been thoughtfully researched, designed, and localized to deliver midscale travelers the fundamentals of a stay that meets every trip purpose at the right price point.”

Marriott says there is a prime opportunity in the midscale segment, with over 68% of rooms currently unbranded. With strong name recognition, Marriott believes it can make a dent in the space.

The first U.K. hotel, the Four Points Express by Sheraton London Euston, is slated to open in 2024 in Central London with 201 guest rooms. In Türkiye, 2 Four Points Express hotels have been signed in Antalya and Bursa, Four Points Express by Sheraton Antalya Lara and Four Points Express by Sheraton Bursa Nilüfer.

We don’t know yet what these properties will cost, but given the brand’s position in the market, they should be relatively affordable. We can expect a similar story when talking about points redemptions as well. These properties will participate in the Marriott Bonvoy program, but we don’t know yet what award pricing will look like.

Final Thoughts

Marriott is joining other chains in going after the midscale segment. In fact, Marriott already recently acquired Latin American chain City Express. Hilton and Hyatt also have made similar moves in the past year with the launch of Spark and Hyatt Studios, respectively.