After founding and developing the Zleep Hotels brand, CEO Peter Haaber has entered an agreement with Marriott International through his hotel management company, Core Hospitality, to rebrand its 14 Zleep Hotels properties in Denmark to the Four Points Flex by Sheraton brand. The majority of the hotels are expected to be fully rebranded in December of this year, with the rest following in early 2025.
Four Points Flex by Sheraton offers value-conscious consumers a hotel experience in convenient locations, with principles of reliability, simplicity and value in both the design and guest experience. The brand targets midscale travelers who are practical planners that prioritize elements that make both business and leisure trips effortless. 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.
“We have been leading the category but needed a new way to unlock new value potential for our hotels. We found the best fit through Four Points Flex by Sheraton, giving us access to immediate brand recognition through affiliation with Marriott Bonvoy and its well-established Four Points by Sheraton brand. This deal moves our hotels into the midscale segment and accelerates the benefits offered to guests. We’re truly delighted to make this historic deal with our trusted partners at Marriott,” says Peter Haaber, CEO of Core Hospitality.
Growing development platform
Through the conversions, Core Hospitality adds over 1,500 rooms and ten new markets to Marriott’s portfolio in Denmark. Additionally, the deal makes Core Hospitality the largest franchisee for Marriott in the Nordic region.
Axel Steinbach, Development Director, Nordics, Marriott International, added “This agreement marks an important milestone for Marriott International in the Nordics where we continue to see opportunities to further diversify and grow our portfolio. Core Hospitality is a valued franchisee and a strategic partner, and we are delighted to strengthen this relationship with the conversion of these 14 properties. We are seeing meaningful growth across the region through conversion projects, reinforcing the confidence our owners and franchisees have in Marriott as they look to reposition assets and maximize returns.”
Adding to this, Peter Haaber explains “Core Hospitality can take on a more diverse portfolio of hotels. As a white label hotel operator, we are brand agnostic and can find the best fit with a property and its location to maximize return on investment for owners. This also allows us to grow our capacity in markets where we are already present without cannibalizing our own distribution. By leveraging our local know-how with the distribution power of a global player like Marriott, we offer a unique opportunity for developers.”
Core Hospitality operates 17 hotels in Denmark across five of Marriott’s brands, with another three properties in the pipeline.
Accelerating distribution value
Following a full integration in December, the properties will participate in the Marriott Bonvoy travel program and be available for booking on Marriott.com and the Marriott Bonvoy mobile app. As part of the Marriott Bonvoy platform, the 14 properties will offer members new places to earn and redeem points.
“We are excited to make the award-winning Marriott Bonvoy loyalty platform more accessible to Danish travelers. Having worked with Marriott for the better half of a decade, we are also very optimistic about the benefits of leveraging the company’s strong digital platforms to generate direct bookings. Through its comprehensive distribution network, we expect to see notable performance improvements across all our hotels,” added Peter Haaber.
