-
Four Points Flex by Sheraton Istanbul Taksim Square – Image Credit Marriott International
- Marriott International plans to double the portfolio of its midscale brand, Four Points Flex by Sheraton, in Europe by 2026.
- Since its launch in 2023, the brand has already established a strong presence in the EMEA region, with 25 operating hotels and over 2,700 rooms.
Marriott International has revealed plans to double the portfolio of its midscale brand, Four Points Flex by Sheraton, across Europe by the end of 2026. This announcement underscores the growing demand for value-driven accommodations. Currently, Four Points Flex by Sheraton is Marriott’s fastest-growing brand in Europe, with plans to open over 50 properties in the region within the next two years.
Launched in September 2023 in Europe, the Middle East, and Africa (EMEA), Four Points Flex by Sheraton caters to travelers seeking quality service without a hefty price tag. The brand has rapidly expanded its portfolio, with 25 operating hotels and over 2,700 rooms across Denmark, Turkey, the United Kingdom, Italy, and Germany, along with other international locations.
According to Satya Anand, President of EMEA at Marriott International, the brand’s success is a testament to the increasing consumer demand for affordable yet reliable accommodations. Four Points Flex by Sheraton has been designed to meet the needs of midscale travelers and offers hotel owners a cost-effective conversion opportunity, with access to Marriott’s established distribution systems and loyalty program.
The Four Points Flex by Sheraton brand emphasizes reliability, simplicity, and value, offering a smooth hotel experience at convenient locations. The brand provides guests with clean, comfortable rooms, complimentary breakfast, and Wi-Fi. Additionally, each hotel features unique design elements that lend character and a local aesthetic.
The brand debuted in January 2024 with the opening of Four Points Flex by Sheraton Bursa Nilüfer in Turkey. Since then, it has expanded within Turkey and the United Kingdom and has opened 14 properties in Denmark under an agreement with Core Hospitality. The brand has also recently entered Italy and Germany.
Marriott has signed several new agreements, bolstering the brand’s presence in the UK and Germany. One agreement with Resident Hotels will convert four UK hotels into Four Points Flex by Sheraton properties, and another with Chocolate on the Pillow will convert six German properties.
By the end of 2026, the brand aims to debut in Austria and France, expand in Germany and Italy, and continue growth in the UK and Turkey. The brand is also expanding in Asia Pacific, excluding China, after a deal with KKR to convert 14 properties in Japan.
