Zleep Hotels in Denmark signs agreement with Marriott International to rebrand its properties
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.
«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» - Peter Haaber, CEO of Core Hospitality
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.
Core Hospitality operates 17 hotels in Denmark across five of Marriott’s brands, with another three properties in the pipeline.