Marriott's Hotel Push in Europe Targets Middle-Class and Smaller Cities
Photo Credit: Four Points Flex by Sheraton London Shoreditch East exterior. Marriott International
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Marriott's Four Point Flex expansion marks a belated, yet decisive, push into the European midscale market, aiming to rapidly capture a growing segment.
Marriott International aims to boost its appeal to Europe's middle-class travelers, announcing on Tuesday plans to double its Four Points Flex by Sheraton brand to more than 50 properties by the end of 2026.
The midscale brand, which opened its first property just last year, has quickly grown to 25 hotels and has become Marriott's fastest-growing brand in the region.
Why it Matters: Until the launch of Four Points Flex by Sheraton, Marriott mainly offered brands in Europe that were concentrated in upscale and luxury, leaving a noticeable gap for the significant market of middle-class travelers.
“Obviously we have a very large array of brands across the world, but we never really had a strong presence in midscale,” said Jerome Briet, chief development officer for EMEA.
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