Marriott Expands European Presence with 100 New Properties by 2026

By Ivan PetrenkoApr 17, 2024 07:32 AMNews
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Hotel room in a dark style
Hotel room in a dark style. Source: pixabay

Marriott International, Inc. unveiled ambitious plans at the International Hospitality Investment Forum in Berlin, aiming to integrate nearly 100 properties and over 12,000 rooms into its European portfolio by 2026 through hotel conversions and adaptive reuse projects.

Currently boasting over 800 properties and nearly 150,000 rooms across Europe, Marriott's strategic expansion strategy aims to reinforce its market presence in the region. This aggressive approach involves not only acquiring existing properties but also developing new ones to meet the growing demand for hospitality services.

Countries like Italy, the United Kingdom, Spain, and Türkiye are witnessing a surge in momentum for hotel conversions and adaptive reuse projects across all brand segments.Marriott's new midscale brand, Four Points Express by Sheraton, introduced in 2023, has catalyzed conversion opportunities in response to increasing consumer demand for reliable yet affordable accommodation. The brand's expansion includes five properties slated for the United Kingdom and Türkiye by the end of 2025, following the recent opening of Four Points Express by Sheraton Bursa.

In the select segment, brands like Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott are expected to contribute over 25 percent of the anticipated additions through conversions and adaptive reuse projects by 2026. Similarly, Tribute Portfolio and Autograph Collection represent over 20 percent of the expected additions in the premium segment during the same period.

Marriott is also witnessing a rise in conversion and adaptive reuse opportunities in the luxury segment, with brands like The Luxury Collection, W Hotels, The Ritz-Carlton, and St. Regis Hotels & Resorts accounting for more than 10 percent of the anticipated additions in the region by the end of 2026.

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