Marriott is bringing its new affordable brand to Japan
One of Marriott’s newest and most affordable brands is slated to grow in one of the world’s most-visited countries.
Four Points Express by Sheraton will expand into Japan with an initial lineup of 14 hotels, Marriott announced Tuesday. The deal came together after investment firm Kohlberg Kravis Roberts & Co. purchased Unizo Hotel Company and Unizo Holdings' portfolio of Japanese hospitality properties. The Unizo hotels will soon be renovated with Four Points Express branding.
"There's a growing consumer demand for reliable-yet-affordable accommodation in the region,” Rajeev Menon, Marriott International’s president of the Asia-Pacific region, excluding China, said in a statement. “Our goal is to be everywhere our guests want us to be, with the right property in the right location, at the right price point. This collaboration with KKR will expand our ability to do exactly that — starting in Japan, with opportunity to grow our midscale presence in the region.”
Marriott launched Four Points Express last September as a more affordable offshoot of Four Points by Sheraton. Per hotel market data provider Smith Travel Research, Four Points is categorized as "upscale," while Marriott bills Four Points Express as a midscale option. Four Points Express arrived amid Marriott’s increased focus on affordable stays, including the acquisition of Mexico-based Hoteles City Express and the launch of StudioRes, which focuses on budget-friendly extended stays.
Four Points Express was initially intended to target growth in Europe, the Middle East and Africa. Furthermore, Marriott leaders note that the brand will largely grow through conversions — deals where the owners of existing hotels “convert” or renovate a property into the look and style of a parent company.
Marriott’s initial Four Points Express launch announcement noted there were 1.2 million midscale hotel rooms in Europe, the Middle East and Africa, and 68% of those rooms were unbranded as of last September.
However, Marriott sees additional opportunities for growth beyond Four Points Express' original regional target.
“Our new midscale brand will offer hotel owners an affordable conversion opportunity with an efficient operational design, access to Marriott International’s expansive distribution systems and the backing of our powerful award-winning Marriott Bonvoy travel program,” Menon said.
The Unizo portfolio of hotels, which includes Hotel Unizo, Unizo Inn and Unizo Inn Express, is in the Japanese cities of Hakodate, Morioka, Utsunomiya, Yokohama, Kanazawa, Nagoya, Osaka, Kyoto, Kobe and Fukuoka. The properties will receive Four Points Express makeovers and adhere to its brand standards. During last year's launch, Marriott touted Four Points Express' signature hallmarks of clean, comfortable guest rooms, free breakfast and complimentary Wi-Fi.
“International and domestic tourism in Japan has rebounded strongly since the pandemic and continues to pick up pace,” Kensuke Kudo, KKR’s managing director of real estate, said in a statement. “As demand for midscale hotels grows rapidly, we see a tremendous opportunity to offer high-quality and comfortable accommodation at great value.”
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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. |
| 4X | 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. |
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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.