Marriott plans to double midscale brand in Europe

GLOBAL REPORT – Marriott International announced plans to double the portfolio of its affordable midscale brand, Four Points Flex by Sheraton, and reach 50 hotels across Europe by the end of 2026.

Marriott launched the brand in the Europe, Middle East and Africa region in September 2023, and the brand has since grown its portfolio to 25 operating hotels and over 2,700 rooms across Denmark, Türkiye, United Kingdom, Italy and Germany, with additional properties in other international regions.

Recent signing highlights for the brand include an agreement in the United Kingdom with Resident Hotels to convert four hotels to the Four Points Flex by Sheraton brand, including properties in Dundee and Edinburgh. Marriott also signed an agreement with Chocolate on the Pillow to convert six properties in Germany in markets such as Konstanz, Hannover and Essen.

Expected growth highlights for Four Points Flex by Sheraton by the end of 2026 include:

• Brand debut in Austria with two anticipated openings.
• Launch in France with the planned opening of Four Points Flex by Sheraton Lourdes Sanctuaire.
• Planned addition of seven Four Points Flex by Sheraton properties in Germany.
• Expansion in Italy with planned openings in Parma, Bologna and Rimini.
• Continued growth in the United Kingdom, with four anticipated openings, including additions in Edinburgh and Brighton.
• Continued growth in Türkiye, with three planned openings.
• Anticipated opening of Four Points Flex by Sheraton Copenhagen Glostrup in Denmark.

The brand has also expanded into the Asia Pacific, excluding China region, following a deal with KKR for the conversion of 14 properties in Japan, and it has received interest from developers in the Middle East and Africa.