Austria, France, Germany, Italy, Denmark, and UK Lead Marriott’s Powerful Expansion of Over Fifty Four Points Flex by Sheraton Hotels in Europe by 2026

Published on April 3, 2025

Austria, France, Germany, Italy, Türkiye, Denmark, and the UK are at the forefront of Marriott International’s powerful midscale growth strategy as the company accelerates its European expansion of the Four Points Flex by Sheraton brand. With plans to open over fifty properties by the end of 2026, Marriott is leveraging strong developer interest and high-performing conversion opportunities in these key markets to rapidly scale its presence across the continent. This bold move not only strengthens the brand’s footprint in Europe but also signals a strategic push to dominate the affordable hospitality segment through adaptive reuse and streamlined development.

Marriott International, one of the world’s largest and most recognized hospitality companies, is embarking on an ambitious expansion strategy for its Four Points Flex by Sheraton brand. The company plans to double its portfolio of Four Points Flex by Sheraton properties in Europe by the close of 2026, bringing the total number of branded hotels to over fifty.

The expansion is part of Marriott’s wider goal to cement its position in the midscale hotel market across Europe. The company has been increasingly focused on growing this segment in response to rising consumer demand for reliable, value-driven accommodations and sustained interest from developers in affordable brand conversions.

Midscale Growth Strategy

The Four Points Flex by Sheraton brand, launched in the Europe, Middle East, and Africa (EMEA) region in September 2023, was specifically designed to appeal to both developers and travelers seeking quality at scale. Flexibility is at the heart of the concept, allowing property owners to convert or reposition existing assets into Marriott-affiliated hotels with more efficient timelines and lower costs compared to new builds.

Since its launch, Four Points Flex has grown rapidly to encompass 25 operational hotels across Denmark, Germany, Italy, Türkiye, and the United Kingdom, representing more than 2,700 rooms.

With over 40 signings secured in just 18 months, Marriott International’s Chief Development Officer for EMEA, Jerome Briet, emphasized that the brand is “solidifying Marriott’s presence in the affordable midscale segment” across Europe.

2026 Targets and Market Footprint

Marriott’s roadmap for Four Points Flex by Sheraton anticipates reaching over 50 hotels in Europe within the next two years. The company has announced upcoming openings in multiple markets, including:

• Austria, which will welcome two new Four Points Flex by Sheraton hotels by the end of 2026.
• France, where Marriott is preparing to debut the Four Points Flex by Sheraton Lourdes Sanctuaire, located near the renowned pilgrimage site.
• Germany, building on its current presence with additional hotels in high-demand cities.
• Italy, where the recent opening in Naples has ignited interest for further expansion.
• Türkiye, already a stronghold for the brand following successful debuts in Bursa, Istanbul, Antalya, and Ankara.
• United Kingdom, where momentum continues with recent launches in Cardiff and Newcastle.
• Denmark, a standout market for Marriott where Four Points Flex has replaced the former Zleep Hotels brand with 14 properties.

Among the highlights is the Four Points Flex by Sheraton Copenhagen Glostrup, set to become a key Marriott offering in the Danish capital, enhancing its urban midscale offering.

Recent Milestones Across Europe

The past 12 months have been transformational for the brand across the continent:

• In January 2024, the brand officially launched in Europe with the Four Points Flex by Sheraton Bursa Nilüfer in Türkiye, followed by growth into other major Turkish cities.
• In the United Kingdom, two properties in London—Four Points Flex by Sheraton London Euston and Four Points Flex by Sheraton London Shoreditch East—showcased the brand’s urban conversion potential.
• The Italian market saw the debut of Four Points Flex by Sheraton Naples Marigliano, bringing the brand to southern Europe with Mediterranean flavor.
• Germany’s first Four Points Flex by Sheraton opened in Bochum, demonstrating strong alignment with the country’s demand for dependable, midscale accommodations.
• Most recently, the UK added Four Points Flex by Sheraton Cardiff and Newcastle, reinforcing the brand’s nationwide presence.

Conversions and Adaptive Reuse: A Core Strategy

The foundation of Four Points Flex by Sheraton’s success lies in its ability to attract developers seeking Marriott’s brand strength while avoiding the high costs and long timelines of traditional hotel construction. Most of the growth has occurred through conversions and adaptive reuse, allowing older hotels or buildings to be transformed into modern, tech-friendly, branded properties under the Marriott umbrella.

This strategy is particularly appealing in Europe, where urban hotel sites are limited and developers are looking to revitalize existing real estate.

Marriott’s broader EMEA development strategy announced in April 2024 includes adding 100 new properties and over 12,000 rooms across the continent by 2026 through similar conversion-focused models. Four Points Flex by Sheraton plays a central role in achieving that goal.

Developer and Investor Appeal

The rapid growth of Four Points Flex by Sheraton has garnered interest not only in Europe but also beyond. Marriott has noted increased interest in the brand from investors and developers across the Middle East and Africa, signaling future pipeline announcements in those regions.

The success of the brand can be attributed to three key factors:

1. Marriott’s global distribution and loyalty program—Owners gain immediate access to Marriott Bonvoy’s massive customer base and distribution channels.
2. Speed to market—With shorter timelines for conversion and reduced regulatory complexity, developers can bring new hotels online faster.
3. Affordability without compromise—Four Points Flex by Sheraton provides a cost-effective brand option without sacrificing service quality or guest experience.

Beyond Europe: Asia-Pacific Developments

In addition to its aggressive European push, Marriott recently expanded the Four Points Flex by Sheraton brand into the Asia Pacific (excluding China) region. This growth was marked by a significant conversion deal involving 14 properties in Japan, executed in partnership with global investment firm KKR.

These Japanese properties are part of Marriott’s broader initiative to grow flexible midscale offerings in fast-developing economies across Asia, tapping into increasing demand for branded, affordable accommodations.

Austria, France, Germany, Italy, Türkiye, Denmark, and the UK are driving Marriott’s powerful expansion of Four Points Flex by Sheraton, with over fifty new hotels set to open across Europe by 2026 as part of its aggressive midscale growth strategy.

Future Outlook

As Marriott International looks toward 2026, the Four Points Flex by Sheraton brand is poised to become a cornerstone of its global midscale portfolio. The company’s ability to grow quickly through conversion, combined with its strong relationships with investors and real estate developers, positions the brand for sustained expansion.

In Europe, the brand will continue focusing on secondary cities, pilgrimage destinations, and business hubs, where demand for consistent service, value, and loyalty recognition remains high.

Meanwhile, Marriott’s broader development plan, which also involves other midscale and upper-midscale brands like Moxy, AC Hotels, and Aloft, ensures that the company remains diversified in its approach to both leisure and business travelers.

Marriott International’s bold strategy to expand Four Points Flex by Sheraton across Europe is a signal of how the global hospitality giant is adapting to changing travel preferences and economic realities. With over 50 hotels expected by the end of 2026, the brand is quickly becoming a leader in the midscale hotel category, offering a compelling option for travelers seeking quality and affordability and for developers seeking strong ROI.

The story of Four Points Flex by Sheraton is more than a tale of new openings—it’s a blueprint for smart hospitality growth in a competitive global market.