Marriott International has achieved a new milestone, announcing its most successful year for signing development contracts in Europe, adding 35 hotels and signing 12,000 rooms.
Marriott Europe represents 9% of Marriott International’s global room distribution across 23 of its 30 brands with more than 547 properties and over 110,000 rooms in 40 countries and territories. With a foothold in the European market, the hotel company is looking to maintain top position, with a signed pipeline that has more than 200 hotels and over 36,000 rooms.
Marriott is now the 3rd largest hotel group in Europe, and with the acquisition of Starwood in 2016, it doubled in size in Italy, Germany, Poland, Sweden, Portugal, Georgia, Greece, Serbia and Turkey.
“Marriott International is well placed to continue its focus on growth for the continent”
Since opening its first property in Europe in 1975, five new brands have launched into the continent in recent years: AC Hotels, Autograph Collection Hotels, Residence Inn, EDITION, and its latest brand – Moxy.
Moxy is the company’s first affordable lifestyle brand, which operates 20 hotels across the continent. It combines contemporary style and approachable service, in order to target the next-generation travellers, offering them a tech-savvy, high-energy and playful experience.
More than 50 signed Moxy hotels across 40 destinations are expected to open between now and 2020.
Select Service and luxury landscape
In 2017, Marriott signed 53 Select Service contracts in Europe. New Select Service additions for the continent in 2018 are expected to include AC Hotels by Marriott Belfast, Moxy Glasgow Collegelands, Four Points by Sheraton Siena, Courtyard by Marriott Luton Airport and Residence Inn by Marriott London Kensington.
Marriott is set to add eight luxury hotels in Europe in 2018 as Marriott’s luxury brands continue to cater to a new affluent traveller. Marriott International Luxury Brands in Europe include world-renowned hospitality hallmarks The Ritz-Carlton, St. Regis, W Hotels, The Luxury Collection, EDITION and JW Marriott.
In terms of global growth last year, Marriott International signed more than 750 contracts for new hotels representing nearly 125,000 rooms under long‐term management and franchise agreements. Its global pipeline grew to a record 460,000 rooms, with over half located outside of North America.
“We will continue to increase our European presence”
“After a successful year in 2017 which built on the added portfolio of hotels that the Starwood merger brought to Europe in 2016, Marriott International is well placed to continue its focus on growth for the continent. With the choice of 23 brands across all lodging tiers, we had a historic year for signing deals in 2017, so the momentum for this year is terrific,’’ said Carlton Ervin, chief development officer, Europe, Marriott International.
“With more than 200 hotels in the pipeline for Europe, we will continue to increase our European presence this year, entering new markets with properties coming to Belfast, Kiev, Mostar and Tbilisi; joining key openings in Paris, London, Amsterdam and Athens.”