In an unprecedented move set to reshape Europe's hospitality landscape, Marriott International unveiled its grandiose plan at the International Hospitality Investment Forum in Berlin. The hospitality giant is poised to embark on a transformative journey, aiming to integrate close to 100 new hotels and over 12,000 rooms across the continent by the conclusion of 2026.
Marriott's strategic blueprint hinges on the conversion of existing structures into hotels, marking a significant departure from traditional development avenues. This audacious approach is projected to account for a substantial 40 percent of the company's anticipated hotel openings in Europe over the next few years.
With an already formidable presence boasting over 800 properties and nearly 150,000 rooms across 47 countries and territories in Europe, Marriott's expansion endeavors are poised to solidify its standing as a dominant force in the region's hospitality sector.
Satya Anand, President of Europe, Middle East & Africa for Marriott International, emphasized the company's commitment to growth through conversion and adaptive reuse opportunities. This approach not only instills confidence in owners and franchisees but also maximizes returns by leveraging Marriott's esteemed brands and revenue generation engines.
The momentum for conversion initiatives is particularly palpable in key European markets such as Italy, the United Kingdom, Spain, and Türkiye, spanning across all brand segments. Marriott's recent introduction of the Four Points Express by Sheraton brand in 2023 has already sparked conversion activities, catering to the rising demand for dependable yet affordable accommodations.
In the select service category, brands like Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott are poised to drive over 25 percent of Marriott's European expansions through conversions and adaptive reuse. Meanwhile, premium segments will witness significant contributions from the Tribute Portfolio and Autograph Collection brands.
Marriott's luxury segment is not to be overlooked, with esteemed brands such as The Luxury Collection, W Hotels, The Ritz-Carlton, and St. Regis Hotels & Resorts slated to make substantial contributions through adaptive reuse and conversions, further enriching the hospitality landscape across Europe.
Jerome Briet, Chief Development Officer for Europe, Middle East & Africa at Marriott International, highlighted the burgeoning interest from independent hoteliers, developers, and investors in leveraging the efficiencies of renovating and rebranding existing properties. This influx of partnerships promises to expand Marriott's brand portfolio while maintaining the unique identity and personality of each property.
Marriott's ambitious expansion endeavors signify a paradigm shift in the European hospitality industry, ushering in a new era of growth, innovation, and unparalleled guest experiences. With the promise of nearly 100 hotels on the horizon, the stage is set for Marriott International to leave an indelible mark on the continent's hospitality landscape.
Source: Travel and Tour World