Marriott Rebrand Delivers Results: Four Points Flex by Sheraton Strengthens Global Reach After First Year in Denmark

February 4th, 2026

One year after 14 Danish hotels rebranded to Four Points Flex by Sheraton, a new hotel concept under Marriott International, the results are clear: increased international visibility, stronger digital distribution, and a closer direct relationship with guests. The operating company, Core Hospitality, now shares key insights from the first year with the brand.

The rebranding has rapidly integrated the hotels into Marriott International’s global distribution and loyalty ecosystem, Marriott Bonvoy, fundamentally changing how guests discover and book the properties. In 2025 – the brand’s first year on the Danish market – 28 percent of all overnight guests were Marriott Bonvoy members.

“We are seeing a clear shift in guest priorities. Comfort, functionality, and price matter, but ease of access, mobile booking, and flexibility are just as important. Four Points Flex meets these needs precisely, both for Danish and international travelers,” says Catharina Hallberg, Commercial Director at Core Hospitality.

Building Stronger Direct Guest Relationships

Alongside increased global reach, the hotels have established a strong foundation for direct guest relationships. Direct bookings accounted for 58 percent of total demand, with 17 percent generated through digital direct channels. Performance toward the end of the year exceeded the annual average, reflecting a steady ramp-up following the rebrand.

As part of the transition, a Danish-language version of Marriott.com has been launched, strengthening the brand’s local presence and making the Marriott Bonvoy loyalty program more accessible to Danish guests. Combined with mobile-optimized booking solutions, this has made it easier for guests to book directly and flexible – mirroring broader global travel trends.

Aligned with Evolving Travel Trends

Guests’ growing preference for flexibility, shorter stays, and lesser-known destinations closely aligns with trends identified in Marriott International’s latest Ticket to Travel 2026 report. These include rising demand for flexible payment options, shorter trips, destinations beyond major metropolitan areas, and a growing interest in so-called coolcations.

Positioned at the intersection of comfort, functionality, and value, Four Points Flex by Sheraton caters to travelers who prioritize efficiency, flexibility, and local connection over traditional luxury.

Looking Ahead

The first year has naturally focused on technical and commercial integration into new systems and distribution channels. With full integration now in place, Core Hospitality expects increased momentum in 2026, with continued emphasis on strengthening direct guest relationships and capitalizing on the brand’s growing international recognition.

Today, Four Points Flex by Sheraton comprises more than 30 hotels across Europe, and Marriott International expects to open a minimum of 20 additional properties in 2026.

Contacts

Sofie Engmose
PR & Social Media Manager
sen@coreh.dk
+45 23 36 95 55

Catharina Hallberg
Commercial Director
cah@coreh.dk
+45 21 99 59 50

About Core Hospitality

Core Hospitality is a Danish hotel operator that is independent of brands and flexible to operate under any type of contract. The company can implement and operate whichever brand best suits the property and location of a hotel. Core Hospitality was established by Zleep Hotels and has since established a strong, independent portfolio of hotels: 14 Four Points Flex by Sheraton hotels, two Moxy Hotels in Norway, a Fairfield by Marriott and Residence Inn by Marriott in Copenhagen, the Kirk Suites in Vejle, and A Place To Hotel in Esbjerg. Its confirmed pipeline includes Moxy Aarhus and Four Points Flex by Sheraton Glostrup. Read more at corehospitality.dk or follow us on LinkedIn.