Marriott's European Expansion: 100 New Hotels, 12,000 Rooms by 2026

Marriott International plans to add nearly 100 properties and more than 12,000 rooms in Europe by 2026, focusing on hotel conversions and adaptive re-use projects

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This expansion represents over 40% of Marriott's development projects in Europe and reflects the confidence of owners in the company

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Marriott's new mid-market brand, Four Points Express by Sheraton, launched in 2023, has catalyzed conversion opportunities in response to growing demand for affordable accommodation

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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

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Tribute Portfolio and Autograph Collection are expected to account for more than 20% of planned additions in the upscale segment

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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

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Marriott's expansion strategy in Europe is mainly through converting existing buildings into hotels, accounting for over 40% of the company's projected hotel openings in the region by 2026

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Marriott's growth in Europe is part of a broader trend of hotel expansion in the region, with IHG also announcing plans to add 100 hotels to its portfolio

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Marriott'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

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