Marriott International plans to open at least 25 properties in Europe carrying the rechristened Four Points Flex by Sheraton by the end of next year, doubling its footprint on the continent, the hotel company announced this week.
Four Points Flex by Sheraton until late last year was known as Four Points Express by Sheraton, the midscale conversion brand it launched in Europe in September 2023. The company quietly renamed the brand last autumn.
Since the 2023 launch, 25 Four Points Flex properties totaling more than 2,700 rooms have opened in Denmark, Germany, Italy, Turkey, the United Kingdom and a few other areas, according to Marriott. Among the company’s plans to reach “over 50” open properties by the end of 2026 include the brand’s debut in Austria and France, the latter in Lourdes.
Marriott plans seven additional Four Points Flex properties in Germany in cities including Konstanz, Hannover and Essen, and has an agreement with developers to convert four U.K. properties to the Four Points Flex banner in locales including Brighton, Dundee and Edinburgh. Marriott also plans three more properties in Italy—in Parma, Bologna and Rimini—and three in Turkey.
“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,” Marriott EMEA president Satya Anand said in a statement.
Marriott last year brought Four Points Flex by Sheraton to Japan following the sale of a 14-property Japanese chain to U.S. investment firm KKR.
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