Marriott Expands Its Presence In Japan With Landmark 100th Hotel

Marriott International celebrates a major milestone with the opening of its 100th hotel in Japan, marking the debut of the Four Points Flex brand in Osaka.

Marriott International has launched its first Four Points Flex-branded hotel in Asia Pacific, coinciding with a major milestone: the opening of the group’s 100th property in Japan. The newly unveiled Four Points Flex by Sheraton Osaka Umeda marks both achievements, representing a significant step in Marriott’s expanding presence across the region. This hotel is also the first of 14 properties in Japan that will transition to the Four Points Flex brand, following Marriott’s partnership with global investment firm KKR, which owns the portfolio.

Accelerated Conversions Across Japan

By mid-2025, Marriott plans to complete the conversion of all 14 hotels, adding over 3,600 rooms to its Japan portfolio. The Four Points Flex brand will be rolled out in prime cities and regions across Japan, including Hakodate, Utsunomiya, Yokohama, Nagoya, Osaka, Kyoto, Kobe, and Hakata.

KKR acquired the hotels in 2023 as part of its purchase of the Japanese hospitality company Unizo, which had been in bankruptcy. The firm’s decision to introduce international brands, like Four Points Flex, is aimed at boosting the properties’ market performance and attracting more international travelers as Japan’s tourism sector rebounds post-pandemic.

A Flexible and Cost-Effective Conversion Option

Four Points Flex by Sheraton is designed to offer a quick, cost-efficient solution for hotels looking to join the Marriott family. With lower conversion costs and more adaptable brand standards, the brand allows for faster refurbishments, enabling property owners to start benefiting from Marriott’s global network—Marriott Bonvoy—without lengthy downtimes.

The Four Points Flex concept has already gained traction globally. In Europe, the brand debuted with the conversion of a 201-room hotel in London’s Euston district by Splendid Hospitality. Other early conversions include properties in Turkey, with upcoming projects in Antalya and Bursa.

Building on this success, Marriott has also secured significant portfolio agreements in Denmark and the UK. In Denmark, 14 Zleep Hotels will rebrand as Four Points Flex under an agreement with Core Hospitality. In the UK, Marriott has partnered with Resident Hotels to convert four Sleeperz Hotels to the Flex brand, with further expansion plans in the pipeline.

Expanding Marriott’s Presence in Japan

In Japan, the rollout of Four Points Flex aligns with Marriott’s broader expansion strategy. The company is also increasing its footprint through partnerships with local companies like HMI Group, which is rebranding four of its hotels to Marriott, including three that will become Courtyard by Marriott properties.

Marriott has also expanded its Fairfield by Marriott brand across Japan to cater to travelers exploring the country’s diverse landscapes. Additionally, the company is reinforcing its luxury offerings, with a 200-room JW Marriott hotel scheduled to open in Tokyo in 2025, further demonstrating the wide range of options Marriott offers to guests.