Denmark-based third-party hotel management company Core Hospitality struck a deal with Marriott International on Oct. 8 to convert its entire Danish portfolio of Zleep Hotels properties to Four Points Flex by Sheraton flags.
The Marriott deal makes Core the largest Marriott franchisee in the Nordics. The first batch of those hotels will be rebranded in December, with the remainder following suit early in 2025.
Core recently ended its relationship with H World International in relation to its sister division Zleep Hotels.
In a news release, Peter Haaber, founder of Zleep and Core, said “we … needed a new way to unlock new value potential for our hotels. … This deal moves our hotels into the midscale segment and accelerates the benefits offered to guests.”
The deal consists of approximately 1,500 rooms in 10 cities, all new to Marriott.
Core already operates three additional Marriott properties in Denmark, and there are three more Core-Marriott hotels in the pipeline in the country. It also operates two hotels in Norway.
H World, then known as Deutsche Hospitality Group, bought the majority interest in Zleep in January 2019, but Core Hospitality was not part of that deal in any ownership capacity.
In early 2020, Chinese hotel firm Huazhu Hotels Group bought 100% of Deutsche, renaming it in February 2024.
H World still owns and operates a small handful of non-Danish Zleep Hotels, which are not part of the latest deal.