The new midscale brand that encourages conversions has been created for Europe, the Middle East, and Africa. The opening of the midscale Four Points Express by Sheraton was announced by Marriott International, Inc.
This new brand was created in response to the growing demand for trustworthy yet inexpensive lodging in Europe, the Middle East, and Africa. The announcement follows the company’s recent entry into the affordable midscale market with City Express by Marriott in the Caribbean and Latin America and the announcement of its plans for StudioRes in the United States and Canada. Both moves are consistent with the company’s strategy of meeting the needs of guests with regionally relevant lodging products for every stay purpose. With concepts of dependability, simplicity, and value in both the design and guest experience, Four Points Express by Sheraton will provide value-conscious customers with a seamless hotel experience in an accessible location.
“We’re excited to support Four Points Express by Sheraton’s launch and the midscale growth of Marriott International. According to Satya Anand, President of Marriott International’s Europe, Middle East, and Africa (EMEA) region, “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.” “Midscale is a robust market sector that now accounts for about 1.2 million rooms in EMEA, 68% of which are unbranded. With an affordable conversion opportunity, attractive terms, and a light operational design model, Four Points Express will give hotel owners the chance to benefit from Marriott International’s potent distribution infrastructure and award-winning Marriott Bonvoy loyalty program.
The genuine, welcoming service that is characteristic of Marriott International brands will be offered to guests at Four Points Express. Midscale travelers prioritize features that make both business and pleasure trips simple. They are practical planners. By offering breakfast, free Wi-Fi, and clean, pleasant rooms, the brand will place a high value on these essentials and provide guests with an effective and enjoyable experience at a reasonable cost. The Four Points Express hotels will feature distinctive architectural features that add personality and a distinctive, regional flair. The brand has been customized to cater to the needs of the guests, and the effective cost model is meant to give owners an efficient pricing plan and support Marriott International’s substantial growth. For future Four Points Express hotels in countries including Poland, Belgium, and the UK, the company has already inked letters of intent and three transactions spanning the UK and Turkey.
Source- Travel daily