Rebranding completed: Last GHOTEL hotel & living becomes Four Points Flex by Sheraton

With the completion and official opening of the Four Points Flex by Sheraton Kiel, multi-brand hotel operator The Chocolate on the Pillow Group (COTP) is taking the final step in the rebranding strategy of the former GHOTEL hotel & living locations. The hotel, which was previously operated by COTP under its own brand GHOTEL hotel & living Kiel, has been extensively modernized in recent months and completely converted to the Four Points Flex by Sheraton brand. The official opening took place on March 3, 2026.

Köln, 12. March 2026

Milestone reached with the opening of the Four Points Flex by Sheraton Kiel

With the conversion of the Kiel hotel, the transformation of the former GHOTEL hotel & living locations is complete. As part of the rebranding initiative, the Group invested a total of around 10 million euros in the modernization and realignment of the hotels. In addition to design adjustments to the guest rooms and public areas, the technical infrastructure was also comprehensively renewed. A new property management system (PMS), a modern point-of-sale system (POS) and a modernized IT architecture will form the basis for efficient operating processes and a contemporary digital guest experience in the future.

Strategic further development of the portfolio

The Four Points Flex by Sheraton Kiel stands for an uncomplicated guest experience with reliable standards. The 84-room hotel will position itself as a modern, functional city hotel with a clear focus on business and city travelers. The ideal proximity to the Kiel Fjord, the city center and important business locations makes the hotel an attractive starting point for business and leisure trips. The design concept picks up on subtle maritime elements and combines them with the clear brand identity of Four Points Flex by Sheraton.

The strategic development of the portfolio is being carried out in close cooperation with Marriott International. By integrating into Marriott’s distribution network, COTP is strengthening its market presence and expanding its international sales opportunities at the same time. Standardized service and quality specifications are thus made available and the reach of the locations is increased.

“With the completion of the changeover in Kiel, we are bringing our rebranding strategy to a logical conclusion,” says Erik Florvaag, CEO and Managing Partner of The Chocolate on the Pillow Group. “With Four Points Flex by Sheraton, we have found a brand that fits our operating model perfectly: efficient, clearly positioned and internationally scalable. At the same time, our hotels benefit from the global distribution strength and reach of the Marriott network.”

The opening of the Four Points Flex by Sheraton Kiel marks the end of the era of the GHOTEL hotel & living brand after more than three decades, and at the same time marks the beginning of a new chapter for the location as part of an international brand portfolio. For The Chocolate on the Pillow Group, the move is an expression of a long-term strategy: operating hotels flexibly, utilizing strong partnerships with global brands and at the same time creating space for new concepts of its own.

Further information

About The Chocolate On The Pillow Group

The Chocolate on the Pillow Group (COTP) stands for a portfolio of 30 hotels in the DACH region. With around 800 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, TRIBUTE Portfolio) and Intercontinental (Holiday Inn, Holiday Inn Express). The hotel group, founded in 1994 and most recently operating 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.

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Julia Striebeck

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