Marriott International has announced plans to expand its midscale brand, Four Points Flex by Sheraton, with a goal to double its portfolio in Europe by 2026.
Expansion plans and strategy
Launched in the EMEA region in September 2023, Four Points Flex by Sheraton currently operates 25 hotels across Europe, the Middle East, and Africa (EMEA) more than 2,700 rooms in countries including Denmark, Turkey, the United Kingdom, Italy, and Germany. Marriott plans to increase the number of properties to over 50 in Europe by 2026.
“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.” – Satya Anand, President, EMEA, Marriott International
The brand is designed to meet the needs of midscale travelers, offering essential services and a focus on reliability, comfort, and simplicity. Key features include comfortable rooms, complimentary Wi-Fi, and breakfast, along with localized design elements that reflect the culture of each location.
Key markets for growth
Four Points Flex by Sheraton has planned openings in several key markets across Europe, including:
– Austria: Two new hotels are set to open by 2026, marking the brand’s debut in the country.
– France: The brand will expand with the opening of Four Points Flex by Sheraton Lourdes Sanctuaire.
– Germany: Seven new properties are planned to join the brand’s portfolio.
– Italy: New openings are planned in Parma, Bologna, and Rimini.
– United Kingdom: Four Points Flex will add four hotels, including locations in Edinburgh and Brighton.
– Turkey: The brand will open three more properties.
– Denmark: A new hotel, Four Points Flex by Sheraton Copenhagen Glostrup, is planned for 2026.
International growth
In addition to its European expansion, Four Points Flex by Sheraton is also growing in other regions. The brand has recently entered Japan with a deal for 14 hotel conversions. Marriott’s midscale portfolio also includes brands like City Express by Marriott in Latin America and the upcoming StudioRes brand, which will launch in the U.S. and Canada.
“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,” “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.” – Jerome Briet, Chief Development Officer, EMEA, Marriott International.
Recent openings and agreements
Several new properties have opened under the Four Points Flex by Sheraton brand:
– Turkey: The brand debuted with Four Points Flex by Sheraton Bursa Nilüfer and expanded with properties in Istanbul, Antalya, and Ankara.
– United Kingdom: The brand opened Four Points Flex by Sheraton London Euston and Four Points Flex by Sheraton London Shoreditch East.
– Denmark: The brand converted 14 Zleep Hotels into Four Points Flex properties.
– Italy: Four Points Flex by Sheraton Naples Marigliano opened recently.
– Germany: Four Points Flex by Sheraton Bochum became the brand’s first German location.
Recent agreements in the UK and Germany have led to new conversions, with properties set to open in cities like Dundee, Edinburgh, Konstanz, Hannover, and Essen.
Looking ahead
Four Points Flex by Sheraton is set for continued expansion with a solid pipeline of new openings and property conversions across Europe and other regions. The brand aims to offer accessible and comfortable accommodations in key markets, aligning with Marriott International’s objective to meet the growing demand for value-driven lodging options.
