{"id":196417,"date":"2025-04-01T16:33:13","date_gmt":"2025-04-01T14:33:13","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=196417"},"modified":"2025-04-03T10:28:29","modified_gmt":"2025-04-03T08:28:29","slug":"marriott-mid-range-offensive","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/marriott-mid-range-offensive","title":{"rendered":"Marriott goes on the offensive in the mid-range segment"},"content":{"rendered":"

Marriott's dominance of the luxury hotel sector is well established. But the American group also intends to strengthen its position in the mid-range hotel sector, by attacking it from its most affordable angle. While its portfolio already includes a number of brands in this niche, such as Fairfield Inn, Four Points by Sheraton and Courtyard, at the top end of the segment Marriott is playing on the demand for good-value accommodation for expand its footprint in Europe and the United States<\/strong>. This is being achieved with the roll-out of two brands: City Express by Marriott, from a group acquired in Mexico, which is extending its footprint throughout the Americas, including the USA, and Four Points Flex by Sheraton for the EMEA region and Asia.

Presented in autumn 2023, Four Points Flex by Sheraton already has 25 hotels in operation<\/strong> with its first hotel in Turkey in January, the Four Points Flex by Sheraton Bursa Nil\u00fcfer, followed by others in Istanbul, Antalya and Ankara. The brand has also set up in Italy, in Naples and Bochum in Germany. Present in London with two hotels in the Euston and Shoreditch districts, the brand has also taken advantage of an agreement with Resident Hotels to transform four hotels into Four Points Flex by Sheraton, already in Cardiff and Newcastle, with Dundee and Edinburgh to follow.<\/p>\r\n\r\n\r\n\r\n

The growth of this new brand also involves affiliating small hotel portfolios such as the 14 Zleep Hotels in Denmark<\/a>All are in the process of being converted into Four Points Flex by Sheraton following an agreement with Core Hospitality. Similarly, in Germany, six establishments owned by Chocolate on the Pillow, notably in Constance, Hanover and Essen, will soon be converted.<\/p>\r\n\r\n\r\n\r\n

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Four Points Flex by Sheraton Horsens, Denmark.<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n
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Four Points Flex by Sheraton Istanbul Taksim Square<\/figcaption>\r\n<\/figure>\r\n<\/figure>\r\n\r\n\r\n\r\n

\"\u00a0Four Points Flex by Sheraton's growth trajectory in the region has been incredibly encouraging<\/em>\" says Satya Anand, President of Marriott International in EMEA. \"\u00a0Four Points Flex by Sheraton has solidified Marriott's presence in the affordable mid-range segment across the region with more than 40 signatures<\/strong> in six markets in the space of 18 months<\/em>\" commented Jerome Briet, Managing Director of Development for the American group's zone.<\/p>\r\n\r\n\r\n\r\n