Marriott to double Four Points Flex by Sheraton portfolio across EMEA by 2026

EMEA – Marriott International, Inc. has announced plans to double the footprint of its affordable midscale brand, Four Points Flex by Sheraton, across Europe, the Middle East, and Africa (EMEA) by the end of 2026.

Four Points Flex by Sheraton is set for rapid expansion in the EMEA region, with plans to surpass 50 properties in the region by 2026, maintaining its status as Marriott’s fastest-growing brand.

The brand’s development plan includes key openings across several countries. Austria will welcome its first two Four Points Flex by Sheraton hotels, while France will see its debut with a notable property in Lourdes Sanctuaire.

Germany is set to add seven new locations, and Italy will expand with properties in Parma, Bologna, and Rimini.

In the UK, four new hotels are planned, including openings in Edinburgh and Brighton. Türkiye will see three additional properties, and a new hotel is set to open in Copenhagen Glostrup, Denmark.

Designed for midscale travelers, Four Points Flex by Sheraton focuses on simplicity, dependability, and value.

Each property offers a streamlined stay with clean, comfortable rooms, complimentary breakfast, free Wi-Fi, and a localized design reflecting its surroundings.

The brand launched in January 2024 with Four Points Flex by Sheraton Bursa Nilüfer in Türkiye, followed by expansions in Istanbul, Antalya, and Ankara. In the UK, the first properties opened in London Euston and London Shoreditch East.

Denmark became a stronghold for the brand with 14 new hotels following a strategic agreement with Core Hospitality to rebrand the Zleep Hotels portfolio.

Italy recently welcomed Four Points Flex by Sheraton Naples Marigliano, while Germany’s first location opened in Bochum.

Just weeks ago, the brand grew in the UK with new properties in Cardiff and Newcastle.

Satya Anand, President of EMEA for Marriott International, highlighted the brand’s momentum, stating that its growth reflects the increasing demand for reliable yet affordable accommodations.

He emphasized that the brand is designed to cater to midscale travelers while providing owners with a cost-effective conversion model, simplified operations, and access to Marriott’s extensive distribution network and Bonvoy loyalty program.

With a strong development pipeline and growing consumer demand, Four Points Flex by Sheraton continues to strengthen its position as a leading midscale brand in Europe.

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