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Marriott Expands Reach with Budget-Friendly Offering in Japan


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.


  • 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.

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