Marriott International and KKR, a prominent global investment firm, are spearheading a new era in midscale hospitality in Japan. Building on KKR’s recent acquisition of Unizo Hotel Company, Limited, along with a portfolio of 14 hotels from Unizo Holdings, the collaboration marks Marriott’s debut in Japan’s affordable midscale market and its first footprint in the Asia Pacific region following its global launch in this segment in 2023.

These 14 hotels, strategically located across major tourist destinations in 10 cities including Hakodate, Morioka, Utsunomiya, Yokohama, Kanazawa, Nagoya, Osaka, Kyoto, Kobe, and Hakata, are set to undergo transformation into Four Points Express by Sheraton. Anticipated to open in the latter half of 2024, the venture will introduce over 3,600 new rooms to KKR’s and Marriott’s hotel portfolios in Japan.

Four Points Express by Sheraton aims to provide budget-conscious travelers with a seamless hotel experience, emphasizing reliability, simplicity, and value in both design and guest services. This tailored approach reflects Marriott’s commitment to meeting evolving guest needs while offering franchisees a competitive pricing strategy designed to foster growth.

Rajeev Menon, President, Marriott International, Asia Pacific excluding China, said, "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. This collaboration with KKR will expand our ability to do exactly that – starting in Japan, with opportunity to grow our midscale presence in the region. Our new midscale brand will offer hotel owners an affordable conversion opportunity with an efficient operational design, access to Marriott International’s expansive distribution systems and the backing of our powerful award-winning Marriott Bonvoy travel program.”

Kensuke Kudo, Managing Director, Real Estate, at KKR, said, “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. We are delighted to be strategic partners with Marriott International, one of the world’s pre-eminent hotel companies, to launch the Four Points Express by Sheraton brand in Japan. By combining KKR’s real estate investment and operational expertise and Marriott’s deep hospitality experience, we look to deliver outstanding-yet-affordable lodging experiences to international and domestic travelers across Japan.”

Aligned with Marriott’s acclaimed Marriott Bonvoy® loyalty platform, which boasts over 200 million members worldwide, the new midscale brand will leverage Marriott’s global sales organization and digital platforms to drive efficient direct bookings.

This transformative partnership between Marriott International and KKR represents a significant milestone in Japan’s hospitality landscape, promising travelers unparalleled experiences and hotel owners exciting growth opportunities in the midscale segment.