You can find material on the announcement here: GHOTEL hotel & living Bochum under new brand
The Chocolate on the Pillow Group (COTP) is bringing a new hotel brand to Germany for the first time with today's opening of the Four Points Flex by Sheraton Bochum. The former GHOTEL hotel & living Bochum will be the first hotel of the Four Points Flex by Sheraton brand to open its doors in Germany following a comprehensive realignment.
With this rebranding, COTP is setting an important milestone in its strategy and further expanding its long-standing partnership with Marriott International. The hotel in Bochum is the first of a total of six hotels operated by the whitelabel hotel operator that are being converted from the GHOTEL hotel & living brand to Four Points Flex by Sheraton as part of a strategic realignment. At the same time, COTP is making targeted investments in the Group’s digital transformation and consistently implementing its comprehensive digitalization strategy. As part of the rebranding to Four Points Flex by Sheraton, new systems are being implemented to make operations more efficient, optimize processes and sustainably increase profitability.
“The conversion of the six hotels to the international ‘Four Points Flex by Sheraton’ brand is the next logical step for us on our development and growth path. We are creating attractive products for our guests, strengthening cooperation with our franchise partners and ensuring the long-term economic success of our owners,” explains Erik Florvaag, CEO and Managing Partner of The Chocolate on the Pillow Group. The Four Points Flex by Sheraton brand, which is still new in Germany, is a conversation-oriented mid-range brand developed in response to growing consumer demand for reliable and affordable accommodation.
The newly opened Four Points Flex by Sheraton Bochum combines fresh design with high functionality and takes the hotel product to the next level. It reflects the core values of the brand – reliability, simplicity and value. Guests benefit from modern designed rooms, an optimized service concept and innovative digital solutions. The redesign was carried out in collaboration with Büro Brumann, a long-standing partner of the group, whose expertise ensures that the new design concept optimally conveys the brand values of Four Points Flex by Sheraton and also incorporates the characteristic features of the location that make the interior unique.
COTP is investing a total of 10 million euros in the transformation of the six locations. In addition to a comprehensive modernization of the hotel facilities, there is a particular focus on digitalization: new systems are intended to optimize processes, increase efficiency and thus improve the guest experience, the employee experience and profitability. The opening of the Four Points Flex by Sheraton Bochum marks the start of the transformation of the other five locations. The realignment should be completed by 2026 – with the aim of offering guests a modern, high-quality and comfortable hotel experience at all locations.
You can find material on the announcement here: GHOTEL hotel & living Bochum under new brand
The Chocolate on the Pillow Group stands for a portfolio of over 20 hotels in the DACH region. With over 750 employees, the Group operates hotels under the brands of the international hotel operators Accor (Novotel, Mercure, ibis Styles, ibis, ibis budget, TRIBE, the hoxton), Marriott (Moxy, Four Points Flex by Sheraton) and Intercontinental (Holiday Inn, Holiday Inn Express). Founded in 1994, the hotel group, most recently known as the GHOTEL Group, has set itself the task of setting new standards for hospitality with state-of-the-art hospitality concepts and aims to revolutionize the way hotels are managed. As an expert partner for institutional investors, private investors and joint ventures, The Chocolate on the Pillow Group, in close cooperation with Art-Invest Real Estate and the Zech Group, covers the entire value chain from hotel construction, planning and realization to hotel operation.