Marriott Doubles Four Points Portfolio

Marriott Expands Four Points in Europe

Marriott International aims to double its affordable midscale brand, Four Points Flex by Sheraton, in Europe by the end of 2026. The brand plans to expand to over 50 operational properties in the region within the next two years, making it Marriott’s fastest-growing brand in Europe.

In September 2023, Marriott introduced Four Points Flex by Sheraton in the Europe, Middle East, and Africa (EMEA) region to meet the demand for value-oriented accommodations that maintain high standards of quality and service. Since then, the brand has expanded its EMEA portfolio to 25 hotels and more than 2,700 rooms, spanning Denmark, Türkiye, the United Kingdom, Italy, and Germany, with plans for more locations in other international areas.

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 by Sheraton provides midscale travellers with an effortless hotel experience in convenient locations, emphasizing reliability, simplicity, and value in design and guest services. The brand ensures a friendly, efficient, and relaxing atmosphere focused on essentials like clean, comfortable rooms, breakfast, and free Wi-Fi. Hotels in the brand’s portfolio also showcase distinctive design elements that add character and offer a recognizable, localized aesthetic.

In January 2024, Four Points Flex by Sheraton launched its first location, the Four Points Flex by Sheraton Bursa Nilüfer, in Türkiye. The brand has since expanded to Istanbul, Antalya, and Ankara. In the United Kingdom, it made its debut with the Four Points Flex by Sheraton London Euston, shortly followed by the Four Points Flex by Sheraton London Shoreditch East. Additionally, Four Points Flex by Sheraton rebranded 14 properties in Denmark after partnering with Core Hospitality to transition its Zleep Hotels portfolio.

The Four Points Flex by Sheraton brand recently launched in Italy with the opening of Four Points Flex by Sheraton Naples Marigliano. It also debuted in Germany with Four Points Flex by Sheraton Bochum. Over the past two weeks, the brand has expanded further in the United Kingdom, welcoming Four Points Flex by Sheraton Cardiff and Four Points Flex by Sheraton Newcastle.

Recent highlights for the brand feature a deal in the United Kingdom with Resident Hotels to transform four hotels into the Four Points Flex by Sheraton brand, including locations in Dundee and Edinburgh. Additionally, Marriott entered into an agreement with Chocolate on the Pillow to convert six properties in Germany, spanning markets like Konstanz, Hannover, and Essen.

“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.”

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.
• The 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.
• The expected opening of Four Points Flex by Sheraton Copenhagen Glostrup in Denmark.

Marriott’s expansion plans for Four Points Flex by Sheraton illustrate the company’s strategy to cater to guests with regionally tailored accommodations suitable for various purposes and budgets. The brand has also made inroads into the Asia Pacific region, excluding China, through a partnership with KKR to convert 14 properties in Japan, and it has garnered interest from developers in the Middle East and Africa. Alongside Four Points Flex by Sheraton, the company also showcases two other innovative midscale brands: City Express by Marriott, available in the Caribbean and Latin America as well as the U.S. and Canada, and StudioRes, an extended stay brand anticipated to launch in the U.S. and Canada this year.