Marriott International Announces 100th Property in Japan with the Opening of Four Points Flex by Sheraton Osaka Umeda

Rhea-AI Summary

Marriott International (NASDAQ: MAR) has reached a milestone with the opening of its 100th property in Japan - Four Points Flex by Sheraton Osaka Umeda. This marks the brand's debut in Asia Pacific excluding China. In collaboration with KKR, the company plans to open 12 additional Four Points Flex properties across Japan through early 2025, adding over 3,600 rooms to Marriott's portfolio. The expansion targets value-conscious travelers, offering essential amenities in convenient locations near public transit and city centers. The properties will span across major destinations including Hakodate, Yokohama, Nagoya, Osaka, Kyoto, and others.

Positive

• Expansion of portfolio with 14 new properties adding 3,600 rooms
• Strategic entry into the growing affordable midscale segment in Japan
• Partnership with global investment firm KKR for expansion
• Properties located in prime locations near transit and city centers
• Integration with Marriott Bonvoy loyalty program (219 million members)

Negative

• None.

Insights

Market Research Analyst

The strategic expansion of Marriott's Four Points Flex brand in Japan represents a significant market positioning move. With 14 new properties adding over 3,600 rooms through early 2025, this expansion targets the growing midscale segment in Japan's recovering tourism market. The partnership with KKR, a major global investment firm, provides strong financial backing and operational expertise.

The focus on conversion-friendly properties in transit-accessible locations across major cities demonstrates a smart market entry strategy. This approach allows for rapid scaling while minimizing development costs. The timing aligns well with Japan's tourism recovery and increasing demand for value-conscious accommodations, particularly as international travel rebounds and domestic tourism remains strong.

Financial Analyst

This expansion marks a strategic move to capture market share in Japan's midscale segment, which offers significant growth potential. The conversion-based approach with KKR should enable faster ROI compared to new builds, while the Marriott Bonvoy loyalty program integration provides a ready customer base and revenue stream. The focus on value-conscious travelers positions these properties to maintain steady occupancy rates even during economic fluctuations.

The rapid rollout across 14 locations indicates strong confidence in the market opportunity and should contribute meaningfully to Marriott's Asia Pacific revenue growth. The partnership structure with KKR likely provides favorable economics for Marriott through management fees while minimizing capital expenditure requirements.

Marking The Debut Of The Four Points Flex Brand In Asia Pacific, This Opening Underscores The Company's Strategic Growth In The Affordable Midscale Segment

TOKYO, Nov. 18, 2024 /PRNewswire/ -- Marriott International, Inc. (NASDAQ: MAR) reached a significant milestone in Japan today with the opening of its 100th property in Japan - Four Points Flex by Sheraton Osaka Umeda. This event also marks the inaugural debut of the Four Points Flex by Sheraton brand in Asia Pacific excluding China alongside global investment firm KKR, underscoring Marriott's continued commitment to the midscale segment.

This milestone is further celebrated by the anticipated opening of twelve additional Four Points Flex by Sheraton properties across Japan this year, which will also mark the company's entry to key cities such as Morioka and Kanazawa. In collaboration with global investment firm KKR, this conversion-friendly expansion is expected to see a total of 14 properties join the brand in Japan through early 2025, adding over 3,600 rooms to Marriott's growing portfolio across prominent destinations including Hakodate, Utsunomiya, Yokohama, Nagoya, Osaka, Kyoto, Kobe, and Hakata.

In these markets, Four Points Flex by Sheraton hotels are found in locations within easy reach of public transit and city centers and offer guests traveling for work or leisure a friendly and efficient stay. Designed for the value-conscious consumer, the brand focuses on the fundamentals with principles of reliability, simplicity and value in both the design and guest experience, offering clean, comfortable rooms that include essential amenities, complimentary Wi-Fi and a local breakfast option. The hotels will provide guests with the genuine, welcoming service that Marriott Bonvoy's portfolio of brands is renowned for, delivering an effortless and relaxing experience at an affordable price.

"We are thrilled to announce the opening of our 100th property in Japan and introduce the Four Points Flex by Sheraton brand to Asia Pacific through this strategic transaction with KKR," said Anthony Capuano, President and CEO, Marriott International. "With 22 of our brands now present across 30 prefectures, Japan continues to be a dynamic growth market for us, making it the perfect place to continue expanding in the affordable midscale segment. As a world-renowned travel destination, Japan offers tremendous opportunities for us to expand into new segments, catering to the evolving needs of both domestic and international travelers." 

Kensuke Kudo, Managing Director, Real Estate, at KKR, said, "As demand for midscale hotels scales alongside rising international and domestic tourism in Japan, we expect the need for high-quality and comfortable accommodation at great value will continue to increase. We are pleased to collaborate with Marriott to bring the Four Points Flex by Sheraton brand to Asia, adding to our hospitality portfolio in Japan and globally. We look forward to leveraging our global real estate investment and operational expertise and Marriott's heritage in creating outstanding hospitality experiences to deliver quality, affordable and enjoyable hotel stays for travelers in Japan."

Four Points Flex by Sheraton is part of Marriott's award-winning Marriott Bonvoy® loyalty program, with over 219 million members worldwide. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, as well as through everyday purchases with co-branded credit cards. With Marriott Bonvoy®, guests can enjoy seamless experiences, exclusive member rates and access to unique experiences that enrich their travels, ensuring that every stay is not just a visit, but a memorable journey.

As part of a series of planned openings across Japan from now through early 2025, the Four Points Flex by Sheraton properties expected to debut include:

1. Four Points Flex by Sheraton Umeda (opened)
2. Four Points Flex by Sheraton Nagoya Station
3. Four Points Flex by Sheraton Osaka Shinsaibashi
4. Four Points Flex by Sheraton Kanazawa
5. Four Points Flex by Sheraton Shin Osaka
6. Four Points Flex by Sheraton Yokohama West
7. Four Points Flex by Sheraton Kobe Sannomiya
8. Four Points Flex by Sheraton Osaka Kitahama
9. Four Points Flex by Sheraton Kyoto Oike
10. Four Points Flex by Sheraton Utsunomiya
11. Four Points Flex by Sheraton Hakodate Station
12. Four Points Flex by Sheraton Morioka
13. Four Points Flex by Sheraton Osaka Honmachi
14. Four Points Flex by Sheraton Fukuoka Hakata

ABOUT MARRIOTT INTERNATIONAL, INC.

Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 9,100 properties across more than 30 leading brands in 142 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy^®, its highly awarded travel program.  For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com.  In addition, connect with us on Facebook and @MarriottIntl on X and Instagram.

 

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SOURCE Marriott International, Inc.

FAQ

How many new Four Points Flex by Sheraton properties is Marriott (MAR) opening in Japan through 2025?

Marriott is opening 14 Four Points Flex by Sheraton properties in Japan through early 2025, including the already opened Osaka Umeda location.

How many rooms will Marriott's (MAR) new Four Points Flex properties add to their Japanese portfolio?

The new Four Points Flex properties will add over 3,600 rooms to Marriott's portfolio in Japan.

Which cities will host Marriott's (MAR) new Four Points Flex properties in Japan?

The properties will be located in cities including Hakodate, Utsunomiya, Yokohama, Nagoya, Osaka, Kyoto, Kobe, and Hakata.

What is significant about the Four Points Flex by Sheraton Osaka Umeda opening for Marriott (MAR)?

It marks Marriott's 100th property in Japan and the debut of the Four Points Flex brand in Asia Pacific excluding China.