Marriott’s Four Points Flex by Sheraton Set for Rapid Growth Across Europe, Middle East, and Africa with 50+ New Openings by 2026

Published on April 1, 2025

Marriott International, Inc. has unveiled plans to expand its affordable midscale brand, Four Points Flex by Sheraton, by doubling its portfolio across Europe by the close of 2026. The company aims to have more than 50 properties operating in the region within the next two years. Four Points Flex by Sheraton is currently Marriott’s fastest-growing brand in Europe.

Introduced in September 2023 across the Europe, Middle East, and Africa (EMEA) region, Four Points Flex by Sheraton was developed to meet the needs of travellers seeking budget-friendly options without sacrificing quality or service. Since its launch, the brand has expanded to 25 hotels in EMEA, offering over 2,700 rooms across Denmark, Turkey, the United Kingdom, Italy, and Germany, with plans for further international growth.

Satya Anand, President, EMEA, Marriott International said, “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. The brand has been tailored to meet the needs of midscale travellers and provide owners with an affordable conversion opportunity, a light operational design model and access to our powerful distribution systems and award-winning Marriott Bonvoy loyalty programme.”

Four Points Flex by Sheraton provides midscale travelers with a smooth and reliable hotel experience, strategically located for convenience. The brand emphasizes core values of simplicity, dependability, and value in both its design and guest services. Guests can enjoy an easy-going and efficient stay, with essentials like clean, comfortable rooms, complimentary breakfast, and free Wi-Fi. The properties also feature unique design elements, creating a distinctive, localized ambiance.

The brand made its debut in January 2024 with the opening of Four Points Flex by Sheraton Bursa Nilüfer in Türkiye. Since then, it has expanded across the country with new locations in Istanbul, Antalya, and Ankara. In the United Kingdom, Four Points Flex by Sheraton launched with the opening of Four Points Flex by Sheraton London Euston, followed by Four Points Flex by Sheraton London Shoreditch East. Additionally, the brand has strengthened its presence in Denmark, with 14 new openings following an agreement with Core Hospitality to rebrand the Zleep Hotels portfolio.

Four Points Flex by Sheraton recently made its Italian debut with the opening of Four Points Flex by Sheraton Naples Marigliano and entered Germany with Four Points Flex by Sheraton Bochum. Just two weeks ago, the brand expanded further in the UK, adding Four Points Flex by Sheraton Cardiff and Four Points Flex by Sheraton Newcastle.

Notable recent signings include a partnership with Resident Hotels in the UK to convert four properties, including hotels in Dundee and Edinburgh, into Four Points Flex by Sheraton locations. Marriott also reached an agreement with Chocolate on the Pillow to rebrand six hotels across Germany in cities like Konstanz, Hannover, and Essen.

“Four Points Flex by Sheraton has solidified Marriott’s presence in the affordable midscale segment across the region with more than 40 signings across six markets within an 18-month period,” commented Jerome Briet, Chief Development Officer, EMEA, Marriott International. “We are seeing a strong appetite for the brand among owners who are looking for an efficient and speedy conversion of an existing hotel or portfolio of hotels. With a robust pipeline and continued focus on strategic development, Four Points Flex by Sheraton is well positioned to strengthen its market share across primary, secondary and tertiary markets in EMEA.”

Four Points Flex by Sheraton is poised for substantial growth by 2026, with several key developments planned across multiple regions:

• The brand will make its debut in Austria with two expected hotel openings.
• France will see the arrival of Four Points Flex by Sheraton, including a notable property in Lourdes Sanctuaire.
• In Germany, seven new Four Points Flex by Sheraton hotels are slated for opening.
• Italy’s expansion will include new properties in Parma, Bologna, and Rimini.
• The United Kingdom will experience further brand growth, with four hotels planned, including openings in Edinburgh and Brighton.
• Türkiye will also see continued expansion, with three new properties in the works.
• A new Four Points Flex by Sheraton is expected to open in Copenhagen Glostrup, Denmark.

Marriott’s expansion strategy for Four Points Flex by Sheraton reflects its commitment to offering regionally tailored accommodations that cater to a variety of guest needs and budgets. The brand has also expanded into the Asia Pacific region (excluding China) through a partnership with KKR, converting 14 properties in Japan. Additionally, Marriott has attracted developer interest in the Middle East and Africa. Alongside Four Points Flex by Sheraton, Marriott boasts other dynamic midscale brands, including City Express by Marriott in the Caribbean, Latin America, the U.S., and Canada, as well as the upcoming StudioRes extended stay brand, which is set to launch in North America later this year.