Marriott International is set to expand its European portfolio by nearly 100 properties and over 12,000 rooms by 2026, focusing on hotel conversions and adaptive re-use projects. This ambitious expansion, representing over 40% of Marriott’s development projects in Europe, reflects the confidence of owners in the company.
Marriott’s growth strategy in Europe is primarily through converting existing buildings into hotels, accounting for over 40% of the company’s projected hotel openings in the region by 2026. Brands like Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott are expected to account for over 25% of planned additions in the select segment by 2026
In the upscale segment, Tribute Portfolio and Autograph Collection are expected to account for more than 20% of planned additions. Marriott is also seeing an increase in conversion and adaptive re-use opportunities in the luxury segment in Europe, with brands like The Luxury Collection and W Hotels showing potential growth.
Marriott’s expansion is part of a broader trend of hotel expansion in Europe, with IHG also announcing plans to add 100 hotels to its portfolio.
The company’s $50 million ‘Marriott’s Bridging The Gap’ scheme aims to increase development and ownership of Marriott properties amongst underrepresented groups in Canada and the US, offering financial incentives and support for new franchise applications.
This expansion is expected to create new job opportunities and boost the local economy in the regions where the new hotels will be located. Marriott’s commitment to sustainable growth and community engagement will also contribute to the company’s reputation as a responsible and socially conscious business.
In conclusion, Marriott International’s expansion in Europe is a testament to the company’s strong brand reputation, commitment to sustainable growth, and ability to seize opportunities in the hospitality industry. With nearly 100 new properties and over 12,000 rooms, Marriott is poised to strengthen its position as a leading hotel company in Europe and beyond.
