Marriott International has announced its entry into the midscale hospitality segment in Japan.
It follows KKR’s acquisition of Unizo Hotel Company, Limited and a portfolio of 14 hotels in Japan from Unizo Holdings.
These 14 Japan hotels will be converted to Four Points Express by Sheraton.
This is Marriott’s entry into the affordable midscale segment in Japan and the brand’s debut in Asia Pacific.
The Japan hotels are located in major tourist destinations across 10 cities including Hakodate, Morioka, Utsunomiya, Yokohama, Kanazawa, Nagoya, Osaka, Kyoto, Kobe, and Hakata.
The properties are expected to open in the second half of 2024.
They will add more than 3,600 new rooms to KKR’s and Marriott’s respective hotel portfolios in Japan.
Four Points Express by Sheraton targets value-conscious consumers with simplicity and value in both the design and guest experience.
Rajeev Menon, President, Marriott International, Asia Pacific excluding China, said, “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 new midscale brand is part of the Marriott Bonvoy loyalty platform, which has over 200 million global members.
