Marriott International is expanding its Four Points Express brand into Japan, with an initial lineup of 14 hotels. This move comes after investment firm Kohlberg Kravis Roberts & Co. (KKR) purchased Unizo Hotel Company and Unizo Holdings’ portfolio of Japanese hospitality properties. The Unizo hotels will be renovated with Four Points Express branding.
Key Highlights:
- Expansion: Four Points Express, a more affordable offshoot of Four Points by Sheraton, will enter the Japanese market with 14 hotels.
- Target Market: The brand aims to cater to the growing demand for reliable yet affordable accommodation in Japan.
- Conversion Strategy: Marriott will largely grow the brand through conversions of existing hotels, offering owners an efficient and cost-effective way to join the Marriott network.
- Brand Standards: The Unizo hotels will be renovated to meet Four Points Express’ signature standards, including clean and comfortable guest rooms, free breakfast, and complimentary Wi-Fi.
- Market Opportunity: Marriott sees a significant opportunity for growth in the midscale hotel segment in Japan, with increasing demand for affordable and high-quality accommodations.
Quotes:
- Rajeev Menon, President of Marriott International, Asia-Pacific (excluding China): “There’s a growing consumer demand for reliable-yet-affordable accommodation in the region. 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.”
- Kensuke Kudo, Managing Director of Real Estate at KKR: “International and domestic tourism in Japan has rebounded strongly since the pandemic and continues to pick up pace. As demand for midscale hotels grows rapidly, we see a tremendous opportunity to offer high-quality and comfortable accommodation at great value.”
List of Cities with Four Points Express Hotels:
- Hakodate (1 hotel)
- Morioka (1 hotel)
- Utsunomiya (1 hotel)
- Yokohama (2 hotels)
- Kanazawa (1 hotel)
- Nagoya (2 hotels)
- Osaka (2 hotels)
- Kyoto (1 hotel)
- Kobe (1 hotel)
- Fukuoka (1 hotel)
Final thoughts
Marriott’s expansion of Four Points Express into Japan marks a significant step in the company’s growth strategy, offering travelers a new option for affordable and comfortable accommodations in a popular tourist destination. With its focus on conversions and catering to the growing demand for midscale hotels, Four Points Express is poised for success in the Japanese market.
