Marriott International to Expand in Europe with 100 Conversion and Adaptive Reuse Projects
Marriott International, Inc. has unveiled ambitious plans to significantly expand its European presence by executing nearly 100 conversion and adaptive reuse projects by 2026, constituting over 40 percent of its European development pipeline.
The announcement was made at the prestigious International Hospitality Investment Forum in Berlin, Germany. Currently, Marriott boasts a robust portfolio of over 800 properties spread across 25 distinct brands in 47 countries and territories throughout Europe. Following a record-setting year of growth in 2023, Marriott anticipates maintaining this upward trajectory through 2024 and beyond.
These projects, encompassing over 12,000 rooms, are strategically distributed across key growth markets, including Italy, the United Kingdom, Spain, and Türkiye.
A standout development is the introduction of the new midscale brand, Four Points Express by Sheraton, which is poised to debut five properties in the United Kingdom and Türkiye by the end of 2025. Other brands, including Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott, are expected to make up more than a quarter of the forthcoming conversions and reuse projects slated for completion by 2026.
Additionally, the Tribute Portfolio and Autograph Collection properties are projected to account for over 20 percent of this expansion. Not to be overlooked, the luxury segment, featuring illustrious names such as The Luxury Collection, W Hotels, The Ritz-Carlton, and St. Regis Hotels & Resorts, is set to represent 10 percent of the growth.
Jerome Briet, Chief Development Officer for Europe, Middle East & Africa at Marriott International, expressed enthusiasm about the strong interest from independent hoteliers, developers, and investors in leveraging the efficiencies and advantages associated with renovating and rebranding existing hotels and properties. He highlighted the benefits of integrating these properties into Marriott’s ecosystem, including access to the Marriott Bonvoy loyalty program, sales and marketing platforms, and a vast global customer base.
Briet further noted, “This expansion not only allows us to enhance the diversity of our brand portfolio for our guests and members but also enables these hotels to maintain their unique identities and personalities while benefiting from Marriott’s global reach.” The Luxury Collection, Autograph Collection, and Tribute Portfolio brands, in particular, are witnessing significant momentum, offering a balance of individuality and Marriott’s powerful support systems.