Marriott Intensifies Expansion Drive in France, Eyes 10 New Properties by 2025
Marriott International, the renowned hospitality giant, has unveiled ambitious plans to bolster its presence in France over the next couple of years. By the end of 2025, the company anticipates adding 10 new properties, encompassing over 1,000 rooms, to its existing portfolio of 69 hotels and 12,000 rooms across 16 brands in 29 cities within the country.
Alexandra Goguet, Marriott's Vice President of Development for France and Benelux, highlighted the company's strategic focus on capitalizing on the strong demand for leisure, resort, and business travel experiences. Leveraging its diverse brand portfolio, global distribution network, and the acclaimed Marriott Bonvoy loyalty program, Marriott aims to unlock robust growth opportunities through collaborations with owners and franchisees in the French market.
The expansion drive will be spearheaded by Marriott's select service brands, with Moxy Hotels leading the charge. Three new Moxy properties are slated to open, including Moxy Annecy and Moxy Paris Clamart in 2024, followed by Moxy Nice by the end of 2025. The brand's playful and innovative lifestyle concept has already gained traction in France with nine operating hotels and nearly 1,500 rooms.
Other anticipated additions by 2025 include Residence Inn by Marriott Lille, Courtyard by Marriott Lyon East, and Aloft Dijon, an adaptive reuse project transforming a former post office into a modern hotel in the city center. Goguet emphasized that nearly half of the properties joining Marriott's French portfolio will be conversion or adaptive reuse projects, showcasing the company's expertise in repurposing existing buildings while creating exceptional guest experiences.
In the luxury segment, Marriott plans to strengthen its presence with the highly anticipated opening of Hôtel du Couvent, a Luxury Collection Hotel, Nice. This adaptive reuse project involves restoring a 17th-century convent, adding 88 luxury guest rooms and suites to the market when it opens in summer 2024. The premium segment will also see the addition of a Tribute Portfolio Hotel in Mougins.
With 16 brands currently represented in France, including The Luxury Collection, JW Marriott, Marriott Hotels, Sheraton, and more, Marriott Bonvoy offers differentiated experiences across traveler segments and purposes. The company's forward-looking statements underscore its commitment to continued growth and development in the French market, subject to evolving risks and uncertainties.
Marriott Embraces Adaptive Reuse to Unlock Prime Locations Across France
With a focus on tapping into prime locations through adaptive reuse projects, Marriott International is showcasing its ability to breathe new life into existing structures while preserving their historical significance. Nearly half of the expected additions to Marriott's French portfolio by the end of 2025 will involve the conversion or repurposing of existing buildings, a testament to the company's commitment to sustainable development and innovative problem-solving.
One of the most anticipated adaptive reuse projects is the Hôtel du Couvent, a Luxury Collection Hotel, Nice. This remarkable undertaking involves restoring a 17th-century convent originally built in 1604, transforming it into an 88-room luxury haven. In collaboration with renowned architectural firms Studio Mumbai, Studio Méditerranée, and Festen Architecture, Marriott is meticulously preserving the historic character of the building while seamlessly integrating modern amenities and luxurious accommodations.
Another notable example is the upcoming Aloft Dijon, which will breathe new life into a former post office in the city center. By repurposing this iconic structure, Marriott not only contributes to the revitalization of the area but also pays homage to the building's rich history and architectural significance.
Goguet emphasized the company's expertise and flexibility in finding innovative solutions for adaptive reuse projects, stating, "These projects allow us to add hotels in key locations in city centers and demonstrate our expertise and flexibility in finding innovative solutions to adapt existing buildings while creating fantastic guest experiences."
Adaptive reuse not only unlocks prime locations but also aligns with Marriott's commitment to sustainable development practices. By repurposing existing structures, the company reduces the environmental impact associated with new construction, conserves resources, and minimizes waste. This approach resonates with the growing demand for eco-friendly travel experiences and Marriott's commitment to responsible tourism.
Moreover, adaptive reuse projects often contribute to the revitalization of local communities by breathing new life into underutilized or abandoned buildings, fostering economic growth, and preserving cultural heritage. By thoughtfully integrating these projects into their surroundings, Marriott aims to create authentic and immersive experiences that connect guests with the rich history and culture of the destinations they visit.
Marriott's Diverse Brand Portfolio Caters to Evolving Traveler Preferences in France
With 16 brands currently represented in France, Marriott International's diverse portfolio is poised to cater to the evolving preferences and needs of travelers across various segments. From luxury indulgences to select service offerings, the company's brands are tailored to deliver differentiated experiences, catering to leisure travelers, business professionals, and everything in between.
At the pinnacle of Marriott's luxury offerings in France is The Luxury Collection, a curated ensemble of iconic hotels that seamlessly blend world-class amenities with authentic local experiences. The highly anticipated Hôtel du Couvent, a Luxury Collection Hotel, Nice, exemplifies this brand's commitment to showcasing the rich heritage and cultural treasures of its destinations.
For discerning business and leisure travelers seeking elevated experiences, Marriott's portfolio includes renowned brands such as JW Marriott, Marriott Hotels, Sheraton, and Le Méridien. These hotels offer a perfect blend of modern amenities, exceptional service, and prime locations, making them ideal choices for both corporate travelers and vacationers seeking upscale accommodations.
Marriott's lifestyle brands, including Westin, Renaissance Hotels, Autograph Collection Hotels, and Tribute Portfolio, cater to travelers seeking unique and authentic experiences that reflect the local culture and vibrancy of their destinations. From design-led boutique hotels to one-of-a-kind properties steeped in history, these brands offer a curated selection of distinctive experiences tailored to the modern traveler's desires.
For extended stays and long-term accommodations, Residence Inn by Marriott provides a home away from home experience with spacious suites, fully equipped kitchens, and a range of amenities designed for comfort and convenience.
Catering to the ever-growing demand for affordable yet stylish accommodations, Marriott's select service brands, such as Aloft Hotels, AC Hotels by Marriott, Moxy Hotels, and Courtyard by Marriott, offer contemporary designs, tech-forward amenities, and vibrant social spaces, appealing to younger travelers and those seeking a blend of style and value.
With this diverse brand portfolio, Marriott International is well-positioned to cater to the evolving preferences and travel behaviors of both domestic and international guests visiting France. From luxurious escapes to budget-friendly stays, the company's range of offerings ensures that every traveler can find the perfect accommodations to suit their needs and preferences.
Source: Marriott