Underscoring the increasing demand for value-driven accommodation, Four Points Flex by Sheraton is the company’s fastest growing brand in Europe.Inclusive travel
Marriott International, Inc. announced plans to double the portfolio of its affordable midscale brand, Four Points Flex by Sheraton, across Europe by the end of 2026. With plans to reach over 50 open properties in the region within the next two years, Four Points Flex by Sheraton currently represents the company’s fastest growing brand in Europe.
Marriott launched Four Points Flex by Sheraton in the Europe, Middle East and Africa (EMEA) region in September 2023, in response to travellers seeking value-driven accommodations without compromising on quality and service. The brand has since grown its portfolio in EMEA to 25 operating hotels and over 2,700 rooms across Denmark, Türkiye, United Kingdom, Italy and Germany, with additional properties in other international regions.
Hotel partnership
Satya Anand, President, EMEA, Marriott International said, “The growth trajectory of Four Points Flex by Sheraton in the region has been incredibly encouraging and further reflects the growing consumer demand for reliable-yet-affordable accommodations. The brand has been tailored to meet the needs of midscale travellers and provide owners with an affordable conversion opportunity, a light operational design model and access to our powerful distribution systems and award-winning Marriott Bonvoy loyalty programme.”
Four Points Flex by Sheraton Istanbul Taksim Square.
Four Points Flex by Sheraton offers midscale travellers a seamless hotel experience in convenient locations, with principles of reliability, simplicity and value in both the design and guest experience. The brand delivers an approachable, efficient and relaxing experience with a focus on fundamentals such as clean, comfortable rooms, breakfast and complimentary Wi-Fi. Hotels across the brand’s portfolio also feature design signatures that provide character and a recognisable, localised aesthetic.Hotel partnership
In January 2024, Four Points Flex by Sheraton celebrated its debut property with the opening of Four Points Flex by Sheraton Bursa Nilüfer in Türkiye, and the brand has since expanded in the country with openings in Istanbul, Antalya and Ankara. The brand entered the United Kingdom with the Four Points Flex by Sheraton London Euston, which was closely followed by the opening of Four Points Flex by Sheraton London Shoreditch East. Four Points Flex by Sheraton also opened 14 properties in Denmark following an agreement with Core Hospitality to rebrand its portfolio of Zleep Hotels.Hotel partnership
Four Points Flex by Sheraton recently entered Italy with the opening of Four Points Flex by Sheraton Naples Marigliano and debuted in Germany with Four Points Flex by Sheraton Bochum. In the past two weeks, the brand also welcomed two more additions in the United Kingdom with Four Points Flex by Sheraton Cardiff and Four Points Flex by Sheraton Newcastle.
Recent signing highlights for the brand include an agreement in the United Kingdom with Resident Hotels to convert four hotels to the Four Points Flex by Sheraton brand, including properties in Dundee and Edinburgh. Marriott also signed an agreement with Chocolate on the Pillow to convert six properties in Germany in markets such as Konstanz, Hannover and Essen.Hotel partnership
Four Points Flex by Sheraton Horsens.
“Four Points Flex by Sheraton has solidified Marriott’s presence in the affordable midscale segment across the region with more than 40 signings across six markets within an 18-month period,” commented Jerome Briet, Chief Development Officer, EMEA, Marriott International. “We are seeing a strong appetite for the brand among owners who are looking for an efficient and speedy conversion of an existing hotel or portfolio of hotels. With a robust pipeline and continued focus on strategic development, Four Points Flex by Sheraton is well positioned to strengthen its market share across primary, secondary and tertiary markets in EMEA.”
Hotel partnership
Expected growth highlights for Four Points Flex by Sheraton by the end of 2026 include:
Brand debut in Austria with two anticipated openings.
Launch in France with the planned opening of Four Points Flex by Sheraton Lourdes Sanctuaire.
Planned addition of seven Four Points Flex by Sheraton properties in Germany.
Expansion in Italy with planned openings in Parma, Bologna and Rimini.
Continued growth in the United Kingdom, with four anticipated openings, including additions in Edinburgh and Brighton.
Continued growth in Türkiye, with three planned openings.
Anticipated opening of Four Points Flex by Sheraton Copenhagen Glostrup in Denmark.
Marriott’s growth plans for Four Points Flex by Sheraton are reflective of the company’s approach to meet the needs of guests with regionally relevant lodging products for every stay purpose, at every price point. The brand has also expanded into the Asia Pacific excluding China region following a deal with KKR for the conversion of 14 properties in Japan, and it has received interest from developers in the Middle East and Africa. In addition to Four Points Flex by Sheraton, the company proudly features two other dynamic midscale brands: City Express by Marriott in Caribbean and Latin America as well as the U.S. and Canada and StudioRes, an upcoming extended stay brand expected to debut in the U.S. and Canada this year.