Marriott Accelerates Growth of Four Points Flex by Sheraton, Targeting Over 50 European Properties by 2026
(IN SHORT) Marriott International has announced plans to double its affordable midscale brand, Four Points Flex by Sheraton, across Europe by the end of 2026, aiming to reach over 50 properties in the region. Launched in the EMEA region in September 2023, the brand now includes 25 hotels and more than 2,700 rooms in countries such as Denmark, Türkiye, the United Kingdom, Italy, and Germany. Designed to provide value-driven accommodations with quality service, Four Points Flex by Sheraton offers simple yet reliable guest experiences through clean, comfortable rooms, complimentary breakfast, and free Wi-Fi, along with locally inspired design elements. Recent expansions include new property launches and conversion deals in key markets, with further growth anticipated in Austria, France, Germany, Italy, the United Kingdom, Türkiye, and Denmark. Marriott’s strategic focus on delivering regionally relevant lodging solutions is reinforced by strong market interest and a robust pipeline, supporting the brand’s rapid ascent in the midscale segment.
(PRESS RELEASE) BERLIN, 2025-Apr-2 — /Travel PR News/ — Marriott International has unveiled ambitious expansion plans for its affordable midscale brand, Four Points Flex by Sheraton, which has quickly become its fastest-growing segment in Europe. The company plans to double the brand’s portfolio across the region by the end of 2026, aiming for more than 50 operational properties in the next two years. Launched in the Europe, Middle East and Africa (EMEA) region in September 2023 in response to a rising demand for value-driven yet high-quality accommodations, Four Points Flex by Sheraton now boasts 25 hotels and over 2,700 rooms across countries including Denmark, Türkiye, the United Kingdom, Italy, and Germany. Additional developments are underway in other international markets as well.
According to Satya Anand, President of EMEA at Marriott International, the rapid growth of Four Points Flex by Sheraton highlights a strong consumer appetite for reliable and affordable lodging. The brand is designed to meet the needs of midscale travellers by offering efficient operational models, cost-effective conversion opportunities, and access to Marriott’s extensive distribution network along with the award-winning Marriott Bonvoy loyalty programme. With a focus on clean, comfortable rooms, complimentary breakfast, and free Wi-Fi, the brand delivers a seamless hotel experience that combines simplicity, reliability, and local flair. Its properties also feature distinctive design elements that reflect the local character of each destination.
Since the debut of its first property, Four Points Flex by Sheraton Bursa Nilüfer in Türkiye in January 2024, the brand has expanded rapidly. New openings in key markets include properties in Istanbul, Antalya, and Ankara in Türkiye; London Euston and London Shoreditch East in the United Kingdom; 14 rebranded Zleep Hotels in Denmark; as well as launches in Italy with Four Points Flex by Sheraton Naples Marigliano and in Germany with Four Points Flex by Sheraton Bochum. Recent agreements include a conversion deal in the United Kingdom with Resident Hotels for properties in Dundee and Edinburgh, and a similar arrangement in Germany with Chocolate on the Pillow covering markets like Konstanz, Hannover, and Essen.
Jerome Briet, Chief Development Officer for EMEA at Marriott International, commented, “With over 40 signings across six markets in just 18 months, Four Points Flex by Sheraton has cemented our presence in the affordable midscale segment. We’re witnessing robust interest from owners seeking efficient, swift conversions of existing hotels, and with a strong pipeline, we’re poised to capture even more market share across primary, secondary, and tertiary destinations in EMEA.”
Looking ahead, Marriott plans several strategic expansions for the brand, including debuts in Austria, France, additional properties in Germany, Italy, and the United Kingdom, as well as further growth in Türkiye and Denmark. These developments complement Marriott’s overall strategy to offer regionally tailored lodging solutions at every price point, further bolstered by its presence in Asia Pacific (excluding China) and growing interest from the Middle East and Africa. Alongside Four Points Flex by Sheraton, Marriott continues to expand its midscale portfolio with brands like City Express by Marriott in the Americas and the forthcoming StudioRes extended stay concept in North America.
Media Contact:
Chandan Belani
Senior Director, Development PR, EMEAMarriott International
Chandan.Belani@Marriott.com
SOURCE: Marriott International
