Marriott expands in Europe: 100 new hotels on the way

100 new properties and a total of 12,000 rooms: these are the development plans that the group Marriott, via Conversion and reuse operations of existing structures, intends to complete to expand its European portfolio by the end of the 2026. The goal? To strengthen its footprint in the Old Continent.

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"We continue to see significant growth across Europe through adaptive conversion and reuse opportunities, while also reinforcing the confidence our owners and franchisees have in Marriott International as they seek to reposition assets and maximize returns."-says Satya Anand President of Marriott International for Europe, Middle East and Africa - "Conversions with Marriott offer owners and franchisees the opportunity to leverage our established brands, competitive affiliate costs as well as Marriott Bonvoy, our award-winning travel program with over 200 million members."

Italy, the United Kingdom, Spain and Turkey: these are the countries in which the hôtellerie giant will expand the most Through adaptive hotel conversion and reuse operations.

Brands Moxy, Ac Hotels, Four Points and Residence Inn, in the select service segment, account for more than 25% of the new openings planned through conversions of existing facilities. In the premium segment, however, the brands Tribute Portfolio and Autograph Collection constitute more than 20% of the news coming to Europe. 

The third yacht yacht of the Ritz-Carlton Yacht Collection by Marriott is on its way: it is called Luminara and will accommodate more than 450 guests

The luxury segment - with brands The luxury collection, W Hotels, The Ritz-Carlton and St. Regis Hotels and Resorts - will be affected by the reuse and repurposing operations and will account for more than 10% of the novelties expected by the end of '26 in the Old Continent. The novelties, in short, will affect all types of customers (e all pockets).

"We are noticing significant interest from hoteliers, developers, and independent investors looking to take advantage of the efficiencies and benefits of renovating and rebranding existing hotels and properties"-comments Jerome Briet, Marriott International's chief development officer for Europe, Middle East and Africa - "The addition of an existing property to our portfolio provides access to Marriott Bonvoy, our established loyalty program, our sales and marketing platforms, and our global customer base. We are noticing, in particular, a not inconsiderable momentum of The Luxury Collection, Autograph Collection and Tribute Portfolio brands, which offer hotels the opportunity to maintain their own identity and personality while leveraging the power of Marriott's global systems."

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Currently Marriott, in Europe, has a presence in. 47 Countries for a total of more than 800 properties, of which 71 only in Italy. 

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