萬豪集團於2023年9月推出Four Points Express by Sheraton (暫譯：福朋快捷喜來登酒店，以下同)後，目前已在EMEA區(歐洲、中東及非洲區)的土耳其的Antalya、Bursa開設了2間品牌酒店，如今進軍到亞洲區的日本則規劃一次開出14間品牌據點，可謂成長快速。

俗話說：「打蛇打七寸，擒賊先擒王」，這比喻「做事要把握關鍵，才能制勝」，而萬豪集團直接與國際私募基金KKR合作，將KKR所收購的不動產標的─ 日本Unizo旅館集團旗下14家旅館(總客房數3千多間)全面換牌成為福朋快捷喜來登酒店，看似該品牌在日本的年度開發KPI (關鍵績效指標)已經達標(笑)，同時這對於其他同業的類似產品已隱隱然敲響警鐘。過往，萬豪集團的中階平價住宿產品著墨不多，甚至連Moxy酒店也沒有被歸類於中階平價區塊，多以中高階(upper midscale)以上的產品為最。如今，隨著消費形態與趨勢改變，為了增加或維持住過去的收益程度，拓展「新緯度」的戰場是必要的，因而在萬豪集團的中階酒店全是新創或新增的住宿產品，即使全球中階平價的住宿產品早就多如牛毛，不論是當地境內品牌或是境外品牌。

筆者曾經在去年的南部場勘文中首度提及福朋快捷喜來登酒店(Four Points Express by Sheraton)，雖然它是由萬豪與洲際針鋒相對的情境劇對話來呈現。而當時雙方互丟、對打的「卡牌」，即酒店品牌，現今看似是不對等的，因為在福朋快捷喜來登酒店的開發簡介中，競爭者列表未見智選假日酒店，反倒是有宜必思酒店等品牌，而洲際集團的智選假日酒店(Holiday Inn Express)則似乎抬升至upper midscale(中高階)的產品，與萬楓酒店、福朋喜來登酒店等產品同位階。另外，就萬豪集團的品牌分類與位階中，喜來登酒店(Sheraton)、福朋喜來登酒店(Four Points by Sheraton)、福朋快捷喜來登酒店(Four Points Express by Sheraton)三者有上中下的相對位階差異。不過，若只是因為簡介的「版面篇幅有限」而未列名於其上，倒是還說得過去，如果「既不是『中高階的精選服務型酒店(select service)』，也不是『中階型酒店(midscale)』」之「刻意忽略」，那就「傷害性不大，侮辱性極強」。(→硬是要挑撥離間~~ XD )

究竟，萬豪集團推出中階旅館產品(StudioRes、City Express by Marriott、Four Points Express by Sheraton)會對於國際旅館市場乃至於台灣旅館市場有何影響，不妨再觀察看看。

Marriott International and KKR to Launch Midscale Hospitality Segment in Japan With Four Points Express By Sheraton

萬豪酒店集團與私募股權基金KKR攜手進軍日本中階旅館市場推出首批福朋快捷喜來登酒店

2024/05/07 Marriott News Center & 工商時報

Marriott International, Inc. (Nasdaq: MAR) and KKR, a leading global investment firm today announced the launch of each company’s foray into the midscale hospitality space in Japan, which follows KKR’s completion of the acquisition of Unizo Hotel Company, Limited and a portfolio of 14 hotels in Japan from Unizo Holdings. The 14 hotels will be converted to Four Points Express by Sheraton. This marks Marriott’s entry into the affordable midscale segment in Japan and the brand’s debut in Asia Pacific following its global launch in this space in 2023.

萬豪酒店集團與美國私募基金公司 KKR 於今日(5/7)雙方連袂宣佈進軍日本中階旅館市場，將以KKR於日本完成收購的Unizo旅館集團為主體，全面改裝換牌成為14間萬豪集團旗下的新酒店品牌─福朋快捷喜來登酒店(暫譯)。該開發合作案標誌著萬豪集團在2024年進軍日本的平價中階旅館市場以及該品牌於2023年在全球推出後首度進駐亞太區。

The portfolio of 14 hotels is located in major tourist destinations in 10 cities across Japan, including Hakodate, Morioka, Utsunomiya, Yokohama, Kanazawa, Nagoya, Osaka, Kyoto, Kobe, and Hakata. The properties are expected to open in the second half of 2024, adding more than 3,600 new rooms to KKR’s and Marriott’s respective hotel portfolios in Japan.

這14家福朋快捷酒店將進駐日本境內的10個主要旅遊城市，包括函館、盛岡、宇都宮、橫濱、金澤、名古屋、大阪、京都、神戶、博多。這14個據點預計在2024年下半年開幕迎賓，將為私募基金公司KRR及萬豪集團在日本市場新增超過3600間客房及其收益。

Four Points Express by Sheraton will offer value-conscious consumers a seamless hotel experience in convenient locations throughout Japan, with principles of reliability, simplicity and value in both the design and guest experience. The brand has been tailored to meet guests’ needs, and the brand standards contemplate an efficient cost model that is intended to provide an effective pricing strategy for franchisees and help drive meaningful growth for Marriott.

福朋快捷喜來登酒店將在日本各個便捷的地點為注重價值的消費者帶來順暢快意的酒店體驗。該品牌酒店在規劃設計與顧客體驗均遵循著「可靠」、「簡單」和「物有所值」的原則。 福朋快捷喜來登酒店專為滿足中階客層的需求而設，其品牌標準考量到有效益的成本模式，旨在為特許經營的業者(加盟商)提供有效的定價策略，並為萬豪集團的推展有意義的成長。

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.”

萬豪集團亞太區(不含大中華區)總裁 Rajeev Menon表示：「亞太區的消費者對於可靠且價格實惠的住宿需求不斷增長。 我們的目標是前往客人希望我們進駐的任何地方，以適合的住宿產品進駐到合適的位置加上適切的房價。 此次與 KKR 的合作將增強我們實現這一目標的能力—從日本開始，我們將有機會擴大在亞太區的中階酒店市場業務。 我們新的中階品牌將透過高效的營運規劃、萬豪集團廣大的分銷系統以及屢獲殊榮的萬豪旅享家會員制的支持，為酒店業主提供實惠的改裝換牌機會。」

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.”

KKR日本不動產管理公司總經理工藤健亮表示：「自新冠肺炎全球大流行結束後，日本的國際和國內旅遊反彈強勁，並持續加快發展腳步。 隨著旅客對對中階旅館的需求迅速增長，我們看到了提供高品質、舒適、超值的住宿產品之巨大機會。 我們很高興能與全球卓越的旅館管理公司之一的萬豪集團成為策略合作夥伴，將福朋快捷喜來登酒店品牌引進到日本。 透過將 KKR在房地產投資和營運的專業知識與萬豪酒店深厚的酒店管理經驗相結合，我們希望為日本各地的國際和國內旅客提供卓越且價格實惠的住宿體驗。」

This new midscale brand is part of Marriott’s award-winning Marriott Bonvoy® loyalty platform, which boasts over 200 million global members. It will leverage Marriott’s world class Global Sales Organization, and strong digital platforms like Marriott.com and the Marriott Bonvoy mobile app, to generate direct bookings.

這個新的中階品牌是萬豪集團屢獲殊榮的「萬豪旅享家」忠誠會員制的一部分，該會員制在全球擁有超過 2億會員。福朋快捷喜來登酒店將運用萬豪世界級的全球行銷組織以及像 Marriott.com 和 萬豪旅享家行動應用程式等強大的數位平台來產生直接訂房。

KKR is making this investment from its Asia Pacific real estate strategy. This transaction marks KKR’s latest real estate investment in Asia Pacific and builds on KKR’s momentum investing in Japan’s real estate sector, including making investments in: an iconic full-service hotel located in Shinjuku; KJR Management (formerly Mitsubishi Corp.-UBS Realty Inc.), a leading Japanese real estate manager that oversees two Japanese REITS; a portfolio of multifamily properties in Tokyo; and office assets across Japan.

私募基金公司 KKR 根據其亞太區不動產策略進行此項投資。 這筆交易標誌著 KKR 在亞太地區最新的不動產投資項目以及在日本房地產領域的投資動能上，包括以下投資： 位於東京新宿區的一間標誌性全服務型酒店(應為Hyatt Regency Tokyo)； KJR Management (KKR Japan Real Estate Management，原三菱商事 – 瑞銀地產公司）是一家領先的日本房地產管理公司，管理二個日本不動產投資信託基金，其投資標的包含位於東京的多戶住宅物業組合以及日本各地的商辦大樓資產。

Additional details of the transaction have not been disclosed.

更多的交易相關細節尚未揭露。

About Marriott International
Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 8,900 properties across more than 30 leading brands in 141 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. In addition, connect with us on Facebook and @MarriottIntl on X and Instagram.

About KKR
KKR is a leading global investment firm that offers alternative asset management as well as capital markets and insurance solutions. KKR aims to generate attractive investment returns by following a patient and disciplined investment approach, employing world-class people, and supporting growth in its portfolio companies and communities. KKR sponsors investment funds that invest in private equity, credit and real assets and has strategic partners that manage hedge funds. KKR’s insurance subsidiaries offer retirement, life and reinsurance products under the management of Global Atlantic Financial Group. References to KKR’s investments may include the activities of its sponsored funds and insurance subsidiaries. For additional information about KKR & Co. Inc. (NYSE: KKR), please visit KKR’s website at www.kkr.com. For additional information about Global Atlantic Financial Group, please visit Global Atlantic Financial Group’s website at www.globalatlantic.com.

Media Contact
Ching Yee Wong
VP, Communications
Marriott International, Asia Pacific excluding China
Chingyee.Wong@marriott.com