The hotel group announces its intensive expansion strategy in Europe, especially on the upscale and lifestyle segments.
On the upscale segment, represented by brands such as Aloft Hotels, AC Hotels and Four Points by Sheraton, the group wants to double its European portfolio by 2020. Currently, this segment totals 24,000 rooms. Under Courtyard Hotels brand its aim is to reach 12,000 keys by 2020. Openings are expected in Paris, Edinburgh and Dresden.
With Moxy, Marriott International wants to pursue growth on the lifestyle segment, which currently has close to 1,000 rooms in Europe. The group wants to grow its portfolio to 9,000 keys in the coming years. The operator expects to add 22,000 rooms for this brand at an international level. This year, the brand will settle in several European cities such as London, Frankfurt, Oslo, Vienna and Amsterdam. Developments are also expected in the United States (New York, Seattle, Nashville) and in Asia.
In addition, the operator has reorganized the segmentation of its 31 brands that fall into two categories (Classic and Distinctive) and into three levels of sophistication.
As of January 1, 2016, the new group consisting of Marriott International and Starwood Hotels & Resorts is the leading hotel operator worldwide, with 5,640 hotels totaling 1,108,852 rooms worldwide, according to data published by Hospitality-On.
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