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Marriott has announced plans to double the portfolio of its affordable midscale brand – Four Points Flex by Sheraton – across Europe by the end of 2026.
With plans to reach over 50 open properties in the region within the next two years, Four Points Flex by Sheraton currently represents the company’s “fastest growing brand” in Europe.
The hotel group first launched the brand in the EMEA region in September 2023 in response to travellers seeking value-driven accommodation, and has since grown its portfolio to 25 operating hotels and over 2,700 rooms across the UK, Denmark, Turkey, Italy and Germany, with additional properties in other international regions.
Satya Anand, president of EMEA at 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 entered the UK with the opening of a branded hotel in London Euston, and closely followed by another property in London Shoreditch East.
Jerome Briet, chief development officer of EMEA at Marriott International, added: “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.
“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.”
By the end of 2026, Marriott expects to open four more Four Points Flex by Sheraton hotels in the UK in locations such as Edinburgh and Brighton.
