Marriott launches another affordable hotel chain — its 33rd brand
The battle of budget hotel brands is now a war that extends across the Atlantic Ocean.
On Wednesday, Marriott International launched another midscale brand, Four Points Express by Sheraton, aimed at courting travelers craving a more affordable hotel stay experience. Four Points Express by Sheraton will fall in the midscale tier while Four Points falls in the upscale category, according to a brand overview document from hotel data provider STR. Admittedly, it can get a little confusing.
While Four Points is a brand known in the U.S., the Four Points Express offshoot is expected to focus largely on Europe, the Middle East and Africa. The first hotel — the 201-room Four Points Express by Sheraton London Euston — is slated to open next year. Two additional hotel deals have already been signed for Turkey.
“There's a lot of initial interest from owners,” Marriott CEO Anthony Capuano said Wednesday morning during the kickoff of the company’s security analyst meeting in Miami.
He added there are additional signed letters of intent for more Four Points Express hotels across the United Kingdom, as well as Belgium and Poland.
Four Points Express enters a crowded field
The Four Points brand expansion comes after Marriott made two recent plays for the more affordable end of the hotel market. The company acquired Mexico-based City Express earlier this year and launched StudioRes, an extended-stay brand initially planned to grow in the U.S. and Canada.
While City Express currently operates in Latin America and the Caribbean, company executives previously indicated it’s not out of the question to eventually see the brand expand worldwide — akin to how it expanded AC Hotels beyond Spain.
Four Points Express appears ready to grow in a manner similar to other recently launched brands like IHG’s Garner and Hilton’s Spark: by converting existing hotels into the new brand’s likeness. Marriott points to data that shows there are 1.2 million midscale hotel rooms in Europe, the Middle East and Africa (EMEA), and 68% of those rooms are unbranded, according to the company release.
“This new brand has been thoughtfully researched, designed and localized to deliver midscale travelers the fundamentals of a stay that meets every trip purpose at the right price point,” Satya Anand, Marriott’s president of EMEA, said in a statement.
The new brand also arrives amid significant expansion in the midscale and economy travel sector by some of the world’s largest hotel companies. Along with Spark and Garner, other new affordable hotel chains are in the works, such as Hilton’s Project H3 and Hyatt Studios.
The Four Points Express experience
Specific rate information for Four Points Express wasn’t provided, but the new brand will be part of the Marriott Bonvoy loyalty program. The company also emphasized the reliability and consistency of the new brand over any luxurious bells and whistles.
The new brand will offer “clean, comfortable” guest rooms, free breakfast and complimentary Wi-Fi.
Marriott plans to use the brand to offer more outlets for customers to earn and redeem their Bonvoy points. The Four Points Express announcement came the same day the company also outlined plans to add as many as 270,000 guest rooms around the world over the next three years. It's aiming to get to 1.8 million rooms by the end of 2025.
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- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.