Marriott International has unveiled a bold plan to significantly expand its presence across Europe. Announced at the recent International Hospitality Investment Forum in Berlin, the ambitious strategy focuses on strategically converting existing buildings into hotels and revitalizing underutilized properties through adaptive reuse projects. By the end of 2026, Marriott anticipates adding nearly 100 new properties and over 12,000 rooms to its European portfolio – a remarkable feat representing over 40% of the company’s development pipeline in the region during that timeframe.
This growth surge signifies Marriott’s unwavering commitment to solidifying its European footprint. Currently, the hospitality giant boasts a robust portfolio exceeding 800 properties with nearly 150,000 rooms across 25 diverse brands, spanning 47 distinct countries and territories.
Leveraging Conversions for Strategic Growth
Satya Anand, President of Europe, Middle East & Africa for Marriott International, emphasizes the significance of conversions and adaptive reuse projects in fueling this expansion: “We’re witnessing consistent growth across Europe through conversion and adaptive reuse opportunities. This reinforces the trust that our owners and franchisees have in Marriott International as they seek to reposition existing assets and maximize their returns on investment.”
Anand further highlights the advantages of partnering with Marriott: “Conversions with Marriott offer distinct benefits for owners and franchisees. They gain access to our established brands, competitive affiliation costs, access to our powerful revenue generation engines, and the unparalleled reach of Marriott Bonvoy – our award-winning travel program boasting over 200 million members worldwide.”
Momentum Across Brand Segments and Geographies
Marriott is witnessing a surge in the adoption of conversion and adaptive reuse projects across various European countries, including Italy, the United Kingdom, Spain, and Türkiye. Interestingly, this trend is evident across all brand segments within the company’s portfolio.
A Mid-Scale Boom: The launch of Four Points Express by Sheraton, Marriott’s new midscale brand, has significantly propelled conversion opportunities in the region since its introduction in 2023. This brand caters to the growing demand for reliable and affordable accommodation across Europe, the Middle East, and Africa. Following the recent opening of Four Points Express by Sheraton Bursa in Türkiye, the brand is slated to expand further with five new properties across the UK and Türkiye by the end of 2025.
Select Service Growth: In the select service segment, projected additions via conversions and adaptive reuse projects in Europe by the end of 2026 are dominated by brands like Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton, and Residence Inn by Marriott, collectively representing over 25% of the expected growth.
Premium and Luxury Expansion: The premium segment is also experiencing noteworthy growth through this strategy. Tribute Portfolio and Autograph Collection are expected to contribute over 20% of the anticipated additions in Europe by the end of 2026 through conversions. This reinforces Marriott’s commitment to offering diverse and unique experiences within this category.
Furthermore, the luxury segment is also witnessing an upsurge in conversion opportunities. The Luxury Collection, W Hotels, The Ritz-Carlton, and St. Regis Hotels & Resorts are projected to collectively account for over 10% of the anticipated additions in Europe by the end of 2026.
Unlocking Advantages for Independent Properties
“We’re observing a significant increase in interest from independent hoteliers, developers, and investors seeking to leverage the benefits and efficiencies of renovating and rebranding existing properties,” says Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, for Marriott International.
Briet elaborates on the advantages of independent properties: “Joining our portfolio grants access to Marriott Bonvoy, our robust loyalty program, along with our extensive sales and marketing platforms and global customer base. This, in turn, allows Marriott to further expand the breadth of its brand offerings, catering to a wider range of guest and member preferences. Notably, we’re witnessing growing momentum across The Luxury Collection, Autograph Collection, and Tribute Portfolio brands. These brands provide a unique opportunity for independent properties to retain their distinct identity and personality while harnessing the power of Marriott’s global network.”
Marriott’s strategic approach to European expansion through conversions and adaptive reuse projects signifies a win-win scenario for both the company and independent property owners. It unlocks growth opportunities for Marriott while allowing existing hospitality establishments to revitalize their offerings and tap into a broader customer base.
