Marriott began its offensive on the European mid-range hotel sector with Four Points Flex by Sheraton in 2023, which quickly grew to 40 hotels across seven countries since its launch. It is the American group's fastest-growing brand in the region. Marriott is now adding another string to its bow with another of its new brands: Series by Marriott. Unveiled last year and initially deployed in India, this collection brand's purpose is the conversion of hotels or portfolios of establishments with local identities.
In this context, Marriott has just concluded the signing of several projects, six with the Amapa group in Italy and five with the Splendid Hospitality group in the United Kingdom. The Series by Marriott portfolio will thus be enriched with addresses in Montesilvano, Peschici, Pomezia, Rimini, Valmontone and Venice, as well as with three hotels in London, in the Earls Court, Euston and King's Cross areas of London, two othersin leading regional locations".
Marriott is thus extending its relationships with these two groups that are well-positioned in their respective markets. Amapa boasts 21 operational hotels across Italy, including Courtyard by Marriott and Residence Inn properties near Milan Linate Airport. As for Splendid Hospitality Group, which has already collaborated with Marriott on the launch of Four Points Flex by Sheraton in the UK, it is experiencing rapid growth with a portfolio of 24 hotels ranging from select-service to mid-scale and luxury.
Reliable and affordable accommodation, essential services such as a grab-and-go food offering, and locally inspired design: the future members of the Series by Marriott brand have in common an attractive offering for travellers seeking good value.The mid-range segment is currently one of the most dynamic growth drivers in the European hotel sector, supported by travellers who are uncompromising on the quality and consistency of their experience.„Zatvoryli sme dve naše izby,“ povedal Jérôme Briet, hlavný rozvojový riaditeľ spoločnosti Marriott International pre región EMEA.
"We see strong potential for the development of Series by Marriott across Europe.added Jérôme Briet. Owners will be able to maintain the independent identity of their portfolio while leveraging the power of the award-winning Marriott Bonvoy loyalty programme, which boasts nearly 271 million members worldwide.The American group is reportedly in discussions with the Splendid Hospitality group for other projects for the Series collection in the UK. Furthermore, in addition to this brand and Four Points Flex by Sheraton, Marriott could also count on another asset with the export of its long-stay brand StudioRes, already present in the United States. Marriott's expansion in the mid-range segment in Europe is far from over.
