The Chocolate on the Pillow Group (COTP) is systematically pursuing its strategic goal of positioning itself as a leading operator of hotels under internationally renowned franchise brands in the DACH region. In this context, six properties of its own “GHOTEL hotel & living” brand will be converted to “Four Points Flex by Sheraton.” With this step, COTP is expanding its longstanding collaboration with Marriott and laying the foundation for future growth.

This initiative is part of a comprehensive investment drive: approximately 10 million euros will be invested in modernizing the six locations to continuously align their offerings with guests’ evolving demands. In addition to a tangible improvement in the quality of the guest experience, these measures will significantly enhance the value of the properties for their owners. At the same time, COTP is focusing on the digital transformation of the group and consistently implementing its extensive digitization strategy. As part of the rebranding to Four Points Flex by Sheraton, new systems will be introduced to make operations more efficient, optimize processes, and sustainably increase profitability.

“The conversion of the six hotels to the international brand ‘Four Points Flex by Sheraton’ is the next logical step in our development and growth path. We’re creating attractive products for our guests, strengthening collaboration with our franchise partners, and ensuring the long-term economic success of our owners. 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-centric mid-scale brand developed in response to growing consumer demand for reliable and affordable accommodations. It offers cost-conscious travelers a seamless hotel experience in convenient locations, guided by the principles of reliability, simplicity, and value—both in design and in the guest experience.

The six hotels will offer a contemporary, comfort-oriented experience that appeals to both business and leisure travelers. Particular emphasis is placed on appealing design, straightforward service, and the integration of intelligent digital solutions. In addition to a fresh room design, the brand integrates smart solutions for everyday hotel operations, sustainable energy concepts, and modern mobility offerings, in line with COTP’s sustainability strategy. The rebranding and renovation work is expected to be completed by 2026, with the first location scheduled to open in March 2025.