Zleep Hotels becomes Four Points Flex by Sheraton in Denmark
January 28th, 2025
Friday marks a milestone for the Danish hotel industry as the Danish branch of Zleep Hotels is officially rebranding to Four Points Flex by Sheraton in partnership with Marriott International.
The signs are already being replaced at the Danish portfolio of Zleep Hotels, but Friday, January 31st, 2025, is the big day when the hotels rebrand to Four Points Flex by Sheraton in collaboration with Marriott International. This significant shift is not just a new chapter for the chain, operated by Core Hospitality in Denmark, but a decision that increases the internationalization of several Danish destinations.
After establishing itself as one of Denmark’s leading hotel chains in the economy segment, Zleep Hotels is now taking a leap into a new category. The hotels’ focus on value, comfort, and simplicity will now be complemented by Sheraton’s global standards and reliability. Additionally, guests will gain access to Marriott’s award-winning loyalty program, Marriott Bonvoy, which, along with the new Four Points Flex hotels, creates a unique fusion of Danish design and international service.
Four Points Flex by Sheraton offer value-conscious consumers a hotel experience in convenient locations, with principles of reliability, simplicity and value in both the design and guest experience. The rebranded hotels will treat these fundamentals with great importance by providing genuine and friendly service, clean and comfortable rooms, breakfast and complimentary Wi-Fi to deliver an efficient and relaxing experience at an affordable price.
From Danish success to global loyalty
“The rebranding of Zleep Hotels to Four Points Flex is not just a new era for Core Hospitality – it’s a strategic decision that enables us to offer something truly special in the Danish market. We have always focused on delivering value, but with Marriott’s distribution power and Bonvoy’s popular rewards program, we open the door to a world of opportunities for our guests,” says Peter Haaber, CEO of Core Hospitality and Founder of Zleep Hotels.
The rebranding gives guests access to Marriott Bonvoy, one of the world’s largest loyalty programs, offering the opportunity to earn and redeem points at more than 9,000 hotels globally. This means that 230 million members can now travel more widely across Denmark with their favored loyalty program as well as making the program’s value proposition to domestic travelers even better.
“This shift is about more than just a name change. It’s about elevating Danish hotel operations to an international level, where we can combine our local expertise with Marriott’s strong brand and distribution channels. Now, stays across large parts of Denmark can be booked through Marriott.com and the Marriott Bonvoy app,” adds Peter Haaber.
Contact
Peter Haaber
CEO, Core Hospitality
ph@coreh.dk
+45 51 57 87 00
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 Zleep Hotels in Denmark (due to be rebranded to Four Points Flex by Sheraton), two Moxy Hotels in Norway, a Fairfield by Marriott and Residence Inn by Marriott in Copenhagen, and the Kirk Suites in Vejle. Its confirmed pipeline includes Element by Westin Esbjerg, Moxy Aarhus and Four Points Flex by Sheraton Glostrup. Read more at corehospitality.dk or follow us on LinkedIn.