Following a pivotal year for Marriott International in 2016, the company announced plans to significantly expand its European portfolio across all market segments.
This expansion marks Marriott’s first comprehensive development vision for Europe since completing the acquisition of Starwood Hotels & Resorts in September 2016.
“As we look ahead, we have set ambitious goals for 2020. We intend to strengthen our lead in the luxury and full-service segments, build the largest portfolio in the upscale tier, and win with Millennials in the affordable lifestyle category,” said Amy McPherson, president and managing director, Marriott International, Europe.
Marriott currently operates one of the largest and most varied collections of luxury and full-service hotels in Europe and plans further growth through its well-known luxury brands such as The Ritz-Carlton and St. Regis, its collection brands including The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio, and established names like Marriott and Sheraton. The company also plans to introduce Delta Hotels by Marriott in Europe, with more than 4,000 signed rooms targeted for the brand by 2020. Marriott aims to triple the number of signed deals for the W Hotels design brand in Europe by 2020, with new projects already announced in Prague and Budapest.
Alongside luxury growth, Marriott intends to lead the European upscale segment by 2020 by doubling the number of properties under brands such as AC Hotels, Aloft Hotels and Four Points by Sheraton.
The company expects the largest share of room growth to come from its affordable lifestyle brand, Moxy Hotels. Marriott plans for Moxy to become the most extensive lifestyle portfolio in Europe by 2020. The brand already has more than 1,000 rooms open in Europe and a pipeline exceeding 9,000 rooms. In 2017, Moxy Hotels are scheduled to open in London, Amsterdam, Frankfurt, Vienna and Oslo.