Marriott Unveils Ambitious European Expansion Plans Through Conversion Projects

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Marriott International, Inc. announced plans at the recent International Hospitality Investment Forum in Berlin to add nearly 100 properties and over 12,000 rooms to its portfolio in Europe through hotel conversions and adaptive reuse projects, which involve converting existing buildings into hotels, by the end of 2026. The predicted hotels account for more than 40% of the company’s European development pipeline, which is expected to open over that time period.

The company’s aggressive growth plans are projected to strengthen its foothold in Europe, where it presently has a portfolio of over 800 properties totaling almost 150,000 rooms across 25 brands in 47 countries and territories.

“We continue to see meaningful growth across Europe through conversion and adaptive reuse opportunities, reinforcing the confidence our owners and franchisees have in Marriott International as they look to reposition assets and maximise returns,” says Satya Anand, President of Marriott International’s Europe, Middle East, and Africa.

He added, “Conversions with Marriott offer owners and franchisees the opportunity to leverage our well-established brands, competitive affiliation costs, the company’s powerful revenue generation engines and Marriott Bonvoy – our award-winning travel programme with more than 200 million members.”

Marriott is experiencing growth in hotel conversions and adaptive reuse projects in countries such as Italy, the United Kingdom, Spain, and Turkey, across all brand segments.

Marriott’s new midscale brand, Four Points Express by Sheraton, has increased conversion potential in the region since its launch in 2023. The company announced the brand’s introduction in response to rising consumer demand for dependable yet economical lodging in Europe, the Middle East, and Africa. Following the recent opening of Four Points Express by Sheraton Bursa (Türkiye), the brand plans to add five hotels in the United Kingdom and Turkey by the end of 2025.

In the select segment, Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott are expected to account for more than 25% of the company’s European additions through conversions and adaptive reuse projects by 2026. Across the premium market, Tribute Portfolio and Autograph Collection account for more than 20% of planned additions in Europe during the same period.

The company is also seeing an increase in conversion and adaptive reuse opportunities in Europe, with The Luxury Collection, W Hotels, The Ritz-Carlton, and St. Regis Hotels & Resorts accounting for more than 10% of the region’s expected additions by the end of 2026.

“We are seeing significant interest from independent hoteliers, developers and investors looking to leverage the efficiencies and advantages of renovating and rebranding existing hotels and properties,” said Jerome Briet, Chief Development Officer, Europe, Middle East, and Africa.

He continued, “Adding an existing property to our portfolio provides access to Marriott Bonvoy, our well-established loyalty programme, our sales and marketing platforms and our global customer base. This in turn gives Marriott the opportunity to further expand the breadth of our brand portfolio for our guests and members. We are particularly seeing momentum across The Luxury Collection, Autograph Collection and Tribute Portfolio brands which allow hotels an opportunity to keep their identity and personality while pulling into the power of Marriott’s global systems.”

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