Marriott Plans Major European Expansion

by Jessica Montevago
Marriott Plans Major European Expansion

AC Hotel Birmingham City Centre, U.K. Photo: Marriott International


Marriott International announced plans Tuesday to dramatically increase its European portfolio across all segments.

The company aims to expand its lead in the luxury and full-service segments, and have the largest portfolio in the upscale division, CEO and president Arne Sorenson said during a conference in Berlin. The expansion in Europe is the first development announced for the continent since the acquisition of Starwood Hotels & Resorts Worldwide in Sept. 2016.

Marriott will triple the number of signed deals for its iconic design brand, W Hotels, by 2020. Luxury brands Ritz-Carlton and St. Regis, its collection brands including The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio, and full-service brand like Marriott Hotels and Sheraton will also see accelerated expansion.

Additionally, Delta Hotels by Marriott will debut in Europe. The company plans to have more than 4,000 opened or signed rooms for the brand by 2020.

Over the next three years, the company plans to lead the upscale segment in Europe by doubling its portfolio of opened and signed rooms for brands AC Hotels, Aloft Hotels and Four Points by Sheraton.

Lifestyle brand Moxy Hotels, which currently has over 1,000 rooms open in Europe and over 9,000 in its pipeline, will add 22,000 signed rooms by 2020. In 2017, Moxy Hotels are expected to open in key European cities including London, Amsterdam, Frankfurt, Vienna and Oslo.

Its extended stay brands will grow as well. Courtyard Hotels will add 12,000 opened and signed rooms, including openings this year in Paris, Dresden and Edinburgh. Residence Inn and Element brands will add 30 open and signed hotels.

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