Marriott International announced the launch of its newest brand last week, Four Points Express by Sheraton, designed for the midscale segment.

The brand is a response to growing consumer demand for reliable yet affordable accommodation in Europe, the Middle East and Africa.

“Four Points Express by Sheraton will offer value-conscious consumers a seamless hotel experience in a convenient location, with principles of reliability, simplicity and value in both the design and guest experience,” Marriott said in a press release.

“This new brand has been thoughtfully researched, designed and localised to deliver midscale travellers the fundamentals of a stay that meets every trip purpose at the right price point,” said Satya Anand, President, Europe, Middle East and Africa (EMEA), Marriott International.

Anand added that midscale was a resilient industry segment that currently represented 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,” Anand said.

The brand aims to offer comfortable rooms, breakfast and complimentary WiFi at an affordable price.

The company has already signed three deals across the UK and Turkey and has signed letters of intent for future Four Points Express hotels in markets such as Poland, Belgium and the UK.