Marriott International on Wednesday debuted Four Points Express by Sheraton, a midscale hotel brand aimed at Europe, the Middle East, and Africa.
The brand aims to target the “midscale” segment of affordable lodging. Marriott estimates that about a half-million independent or locally-branded hotels are in this segment — many of which may be ripe for conversion to a global brand.
The first hotel will be a 52-room property opening later this year in Lara, a district of Antalya in Turkey. Next year, another property in Turkey is likely to open. So is a 201-guestroom property in London near the Euston rail station.
Other hotel groups are also focusing on midscale brands, such as IHG’s Garner,
Hilton’s Spark brand and an upcoming (as-yet-unnamed) extended-stay brand, and Hyatt’s Hyatt Studios extended-stay brand.
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