Marriott International has launched Four Points Express by Sheraton, a brand designed for the midscale segment.

The move comes after Marriott's recent venture into the midscale segment with City Express by Marriott and the announcement of its plans to launch StudioRes in Canada and the US.

The brand is designed to meet the growing demand for affordable and reliable accommodations across Europe, the Middle East and Africa (EMEA).

Four Points Express by Sheraton aims to provide budget-conscious guests with hotels in convenient locations and simplicity and affordability in both the guest and design experience.

It is also in line with Marriott’s aim to meet guests' diverse needs along with lodging options that are regionally appropriate.

Marriott International president EMEA Satya Anand said: “Midscale is a resilient industry segment that currently represents almost 1.2 million rooms in EMEA and 68% of those rooms are unbranded.

“Four Points Express will offer hotel owners the opportunity to capitalise on Marriott International’s powerful distribution systems and award-winning Marriott Bonvoy loyalty programme, with an affordable conversion opportunity, offering competitive terms and a light operational design model.”

Four Points Express by Sheraton will target midscale travellers who value convenience for their business and leisure journeys.

It will offer guests clean, comfortable rooms with breakfast and free Wi-Fi, ensuring a relaxing experience at an affordable cost.

Additionally, Marriott has finalised three agreements in the UK and Türkiye, with further letters of intent in place for future Four Points Express hotels across Poland, Belgium and the UK.

Four Points Express by Sheraton London Euston is the brand’s first UK hotel and is expected to open in 2024 after renovations.

The company has signed two Four Points Express hotels in Türkiye.