Being the undisputed leader in luxury and premium hotels doesn't seem to be enough for Marriott. The group is in fact growing interest in the mid-range segment for some time now. Driven by strong demand for value-for-money hospitality, this year the American hotelier introduced a new midscale and long-stay brand in the US, Studiores, with a number of developments well underway. Above all, however, Marriott has taken a major step forward in this segment in Latin America and the Caribbean by making the acquisition of Mexican group City Expressa major player who has taken him from number two to the top of the rankings. first place in the CALA regionahead of Accor.
The world's leading group now intends to replicate this strategy in the EMEA region. Although it has no intention of dethroning Accor, it is determined to consolidate its position in this market through a new brand: Four Points Express by Sheraton. As well as offering accommodation at the right price, the brand guarantees its customers a contemporary and functional offer, with free breakfast and WiFi.
At a time when the majority of European hotels are still independent, this new brand will focusing growth on conversion of existing establishments, a fast-growing method of development. " Four Points Express will offer hotel owners the opportunity to capitalise on Marriott International's powerful distribution systems and the Marriott Bonvoy loyalty programme." said Satya Anand, President of Marriott International for Europe, Middle East and Africa.
Speaking at an investor event, Anthony Capuano, CEO of the American group, explained that ". this mid-range brand targeted at conversion was encountering a lot of interest with three contracts already signed in London and Turkey, in addition to letters of intent signed in the UK, Belgium and Poland" .
The first hotel to appear is expected to be the Four Points Express by Sheraton Antalya Lara, expected later this year, before another hotel in Turkey in Bursa, close to the motorway linking the city with Istanbul and Izmir. Business travellers on the move in London should be able to discover the brand next year with a 201-room hotel, currently under renovation. The hotel is ideally located, not far from the tech companies gathered at Kings Cross and close to Euston and St Pancras International stations.
