Marriott International is planning a major expansion of its midscale Four Points Flex by Sheraton brand across Europe.
The hotel giant plans to double the brand’s presence to more than 50 hotels in Europe by the end of 2026, which will make it Marriott’s fastest growing brand in the continent.
Four Points Flex by Sheraton was only launched in the Europe, Middle East and Africa (EMEA) region in September 2023. Currently, the brand has 25 hotels in operation across the region, including properties in Denmark, Turkey, Italy, Germany and the UK.
Expansion plans include a deal with Resident Hotels to convert four UK properties into Four Points Flex by Sheraton hotels, including hotels in Dundee and Edinburgh. Marriott has also signed an agreement with Chocolate on the Pillow to convert six properties in Germany in cities including Konstanz, Hannover and Essen.
Satya Anand, EMEA president at 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 accommodation.
“The brand has been tailored to meet the needs of midscale travellers and provide owners with an affordable conversion opportunity.”
Marriott said it also expected to launch the Four Points Flex by Sheraton brand in Austria and France by the end of next year, alongside continued growth in Germany, Italy, Turkey and the UK.
“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,” added Jerome Briet, chief development officer, EMEA, at Marriott International.