It was created specifically for this purpose: the Series by Marriott brand: to attract the wallets of well-established small groups in local markets to the American hotelier by offering them the distribution strength of the world leader. After the hotels of the hotel management company CHPL in India or those of the Amapa groups in Italy and Splendid Hospitality in the United Kingdom, the brand launched in May 2025 continues its development in the Netherlands by taking over the establishments of the Townhouse Hotels group.« This multi-hotel agreement reflects our long-term vision for Townhouse Hotels: a portfolio of unique properties with a strong identity and backed by a global platform », said Joost Mees, Managing Partner of European Hotel Capital.
Within this framework, six hotels will carry the Series brand, allowing Marriott to establish itself in Maastricht with a 82-room hotel – the Townhouse Maastricht – located near the historic center, a boutique hotel that revives an old cinema – the Townhouse Mabi Maastricht – and a design hotel, the Townhouse Kaboom Maastricht. The rebranding of Qbic WTC Amsterdam to Townhouse Amsterdam WTC, Series by Marriott will also allow the American group to add an 84-room hotel in the Zuidas business district, while in Breda, the Hotel Keyser will change its name to Townhouse Breda, Series by Marriott. All this will be complemented by an 88-room establishment in The Hague, the political capital of the Netherlands.
In parallel, two Partner properties of European Hotel Capital will take over the management of another Marriott brand, Tribute Portfolio, one of which is located in The Hague: the design boutique hotel The Ald Hotel The Hague. The other marks the arrival of the American group in Eindhoven, the city of Philips’s origin, with a 134-room hotel set in a former monastery complex, the future Hotel Mariënhage Eindhoven, a Tribute Portfolio Hotel. « Alongside Townhouse Hotels, we are excited to offer our customers even more attractive travel experiences across the Netherlands. »", said Jerome Briet, Chief Development Officer Europe, Middle East and Africa at Marriott International, the American group having so far a thirty-ish hotels in the country.
