Marriott launches mid-range brand Four Points Express by Sheraton in Europe, after launching CityExpress, the hotel brand designed for the same segment in the Caribbean and Latin America. This new brand aims to meet the demand of European customers interested in reliable and affordable accommodation, with an appropriate price, convenient location and simple design.
The brand was designed with a low cost model to provide an effective pricing strategy for owners and drive growth. The UK’s first hotel, the Four Points Express by Sheraton London Euston, will open in central London in 2024 with 201 rooms following the renovation of the current building.
Satya Anand, president of Europe, Middle East and Africa (EMEA) at Marriott International, noted that the mid-market segment in the Old Continent represents around 1.2 million rooms, and that 68% of them are unbranded.