Marriott Unveils Four Points Express by Sheraton Brand in Europe and Turkey

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.