Hospitality company Marriott International has unveiled a plan to expand its Four Points Flex by Sheraton hotel brand, aiming to double the number of properties in Europe by the end of 2026.
The goal is to have more than 50 branded properties operational in the next two years, with a focus on bolstering its footprint in the midscale hospitality segment.
By the end of next year, Four Points Flex by Sheraton anticipates debuts in Austria with two openings and in France with the new Four Points Flex by Sheraton Lourdes Sanctuaire.
The brand is also set to add new properties in Germany, Italy, Türkiye and the UK.
The expansion also includes Four Points Flex by Sheraton Copenhagen Glostrup opening in Copenhagen, Denmark.
Launched in the Europe, Middle East and Africa (EMEA) region in September 2023, Four Points Flex by Sheraton has expanded to 25 hotels, with more than 2,700 rooms in Denmark, Germany, Italy, Türkiye and the UK. Its portfolio is further complemented by properties in other international regions.
The brand marked its European debut with the opening of Four Points Flex by Sheraton Bursa Nilüfer in Türkiye in January 2024 and has since grown within the country, including Istanbul, Antalya, and Ankara.
The UK welcomed the brand with the Four Points Flex by Sheraton London Euston and the Four Points Flex by Sheraton London Shoreditch East.
Denmark saw the opening of 14 Four Points Flex by Sheraton properties and the rebranding of Zleep Hotels to Four Points Flex by Sheraton.
The brand’s recent foray into Italy began with the Four Points Flex by Sheraton Naples Marigliano, and it made its German debut with Four Points Flex by Sheraton Bochum.
The past fortnight saw the addition of Four Points Flex by Sheraton Cardiff and Four Points Flex by Sheraton Newcastle in the UK.
Marriott International EMEA chief development officer Jerome Briet said: “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 18 months.”
In April 2024, Marriott International announced a significant expansion in Europe, aiming to add approximately 100 properties with over 12,000 rooms by 2026 through conversions and adaptive reuse projects.
Beyond Europe, the brand broadened its presence into the Asia Pacific excluding China, with a conversion of 14 properties in Japan through a deal with KKR.
Interest from developers in the Middle East and Africa has also been noted.
