Marriott International is set to expand its European presence through the addition of approximately 100 properties, with more than 12,000 rooms, by the end of 2026.
The expansion will be carried out through hotel conversions and adaptive reuse projects.
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It will constitute over 40% of Marriott’s European pipeline planned to open within this timeframe.
This announcement was made at the International Hospitality Investment Forum in Berlin.
The company currently includes a portfolio of more than 800 properties with nearly 150,000 rooms across 25 brands in 47 countries and territories within Europe.
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Marriott International Europe, Middle East & Africa president Satya Anand said: “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.”
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By GlobalData“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 notes that it is witnessing a surge in hotel conversions and adaptive reuse projects in countries such as Italy, the UK, Spain, and Türkiye, spanning all brand segments.
The introduction of Marriott’s new midscale brand, Four Points Express by Sheraton, is said to have catalysed conversion opportunities in the region since its inception last year.
The brand was launched to meet the rising consumer demand for dependable and economical accommodation in Europe, the Middle East, and Africa.
Following the recent opening of Four Points Express by Sheraton Bursa in Türkiye, the brand is on track to introduce five additional properties across the UK and Türkiye by the end of next year.
Brands included within the In the select segment are Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and more.
These brands are anticipated to account for more than 25% of the company’s expected additions through conversions and adaptive reuse projects in Europe by 2026.
In the premium segment, Tribute Portfolio and Autograph Collection are projected to represent over 20% of the expected additions in Europe through the same period.
Additionally, Marriott is observing an uptick in conversion and adaptive reuse opportunities within the luxury segment in Europe.
The Luxury Collection, W Hotels, The Ritz-Carlton, and St Regis Hotels & Resorts are estimated to contribute more than 10% of the anticipated additions in the region by the end of 2026.
Earlier in April 2024, Marriott International announced plans to launch more than ten new properties in Poland.
