Marriott International is set to significantly expand its Four Points Flex by Sheraton brand in Europe, aiming to double its presence by the end of 2026. The hotel chain plans to increase the brand’s footprint to over 50 hotels, making it the fastest-growing Marriott brand on the continent.
Launched in September 2023 in the Europe, Middle East, and Africa (EMEA) region, Four Points Flex by Sheraton currently operates 25 hotels. These properties are located in various European countries, including Denmark, Turkey, Italy, Germany, and the UK.
As part of its expansion strategy, Marriott has reached agreements with several partners. A deal with Resident Hotels will convert four UK properties into Four Points Flex by Sheraton hotels, including locations in Dundee and Edinburgh. Additionally, Marriott has signed an agreement with Chocolate on the Pillow to transform six hotels in Germany, in cities such as Konstanz, Hannover, and Essen.
Satya Anand, President of Marriott EMEA, commented on the brand’s growth, saying, “The growth trajectory of Four Points Flex by Sheraton in the region has been incredibly encouraging and reflects the increasing demand for reliable, affordable accommodation. The brand is designed to meet the needs of midscale travelers while offering owners an affordable conversion option.”
Marriott also plans to expand the Four Points Flex by Sheraton brand into Austria and France by the end of next year, with further growth expected in Germany, Italy, Turkey, and the UK.
Jerome Briet, Marriott’s Chief Development Officer for EMEA, added, “With more than 40 signings across six markets in just 18 months, Four Points Flex by Sheraton has strengthened Marriott’s position in the affordable midscale segment across the region.”
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