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March 8, 2017

Marriott Outlines Major Europe Expansion Plan

marriott in europe

Following a historic year for the company in 2016, Marriott International has announced that it expects to dramatically increase the size of its portfolio in Europe across all segments of the industry. The planned expansion in Europe is the first development vision announced for the continent since the acquisition of Starwood Hotels & Resorts Worldwide in back in September of last year.  

In 2016 the Starwood acquisition added 40,000 rooms to the company in Europe, said Amy McPherson, president and managing director, Marriott International, Europe. Since 2010 the company tripled in size in Europe, growing from 40,000 open rooms to 134,000. By 2020, the company plans to focus on the luxury and full-service segments, as well as to draw Millennial travelers in the affordable lifestyle category. 

Marriott said it plans to focus on growing its luxury brands, such as The Ritz-Carlton and St. Regis, its collection brands, including The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio, and the Marriott Hotels and Sheraton brands. The company also plans to debut Delta Hotels by Marriott in the continent, expecting to have over 4,000 opened or signed rooms for the brand in Europe by 2020. Marriott is also targeting to triple the number of signed deals for the W Hotels brand in Europe by 2020, and has announced signings in Prague and Budapest already in 2017.

Marriott is also aiming to grow in the European upscale segment by 2020. Marriott currently has the fifth largest portfolio of open hotels in that segment today with nearly 24,000 open rooms across brands including AC Hotels, Aloft Hotels and Four Points by Sheraton. The company is targeting to double this portfolio in the continent in opened and signed rooms by 2020. Marriott has set a goal of expanding its Courtyard Hotels presence in Europe by over 12,000 opened and signed rooms by 2020, backed by a strong pipeline of expected openings including Paris, Dresden and Edinburgh in 2017. Expansion in the extended stay segment should come from adding over 30 open and signed hotels to the innovative Residence Inn and Element brands, which today have signed deals in cities including London, Aberdeen and Amsterdam.

Finally, Marriott expects the largest portion of its rooms growth will come from its affordable lifestyle brand, Moxy Hotels. Launched in Milan in 2014, Moxy  currently has over 1,000 rooms open in Europe and over 9,000 in its pipeline and Marriott expects to add an additional 22,000 signed rooms for Moxy by 2020, of which 18,000 rooms are expected open in the next three years. In 2017, Moxy Hotels are expected to open in key European cities including London, Amsterdam, Frankfurt, Vienna and Oslo. The brand will also continue its expansion in the United States with openings in New York, Seattle and Nashville in 2017, as well as the first signings in Asia in Bandung, Indonesia and Tokyo, Japan.


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