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Analysis

[Ranking] Top 10 Hotel Groups in Europe: #4 Marriott Int.

The group incorporated 516 properties worldwide in 2019, according to an official press release. At the European level, 84 properties have joined the group's portfolio, which as of 1 January 2020 includes a total of 505 hotels on the old continent (Hospitality ON data).

Supply change: +3,5%

# of hotels, 2020: 505

# of rooms, 2020: 99 966

The hotelier also concluded 815 agreements in 2019, representing a volume of more than 136,000 rooms. This growth was driven by a three-year plan launched at the beginning of the year, with the aim of opening 1,700 hotels, i.e. 275,000 to 295,000 rooms, by 2021. Several growth factors were announced to boost this development. Among these was the group's new loyalty program, Marriott BonVoy, launched on February 13, 2019 and the fruit of two years' work, which merged Marriott's historic program with that of its former competitor, Starwood, acquired in 2016.

Another important milestone was reached, with the group's 7,000th hotel inaugurated in April 2019 in Hong Kong: the St Regis Hong Kong. The 27-storey hotel and several restaurants has 129 rooms including 17 suites. Outside Europe, the Asia-Pacific region, and particularly the Chinese market, represented the second largest market with the strongest expansion last year, behind the domestic market (the United States), with 38,000 rooms signed in 2019 and more to come in the coming years.

Another market with significant investments was the luxury market, which the group stepped up its pace last year. Indeed, 42 luxury hotel projects were signed in 27 countries and territories in 2019, and 34 properties opened or were converted into one of the 8 high-end / luxury brands that the group encompasses. These properties include The St. Regis Venice, W Dubai - The Palm, The West Hollywood EDITION and The Ritz-Carlton, Pune.

An overhaul of the historic Sheraton brand was inaugurated with the launch of a new logo, unveiled on March 11, 2019. It offers a modernised style to bring a new identity and higher standards that could boost the brand's appeal. Well established on all continents with 155,000 rooms but aging, the group unveiled the new visual identity in March and announced that this aesthetic change was only the first step in a more in-depth overhaul. The brand will expand in Europe in 2019, with operations in Italy (Sheraton Milan San Siro) and Kyrgyzstan (Sheraton Bishkek) - considered part of the Europe region for the group. In 2020, two Sheraton properties have been announced, in Astana and Kiev. The group wants to add 10 new units to the European portfolio over the next five years.

Finally, the Midscale is not to be outdone. The Moxy brand gave birth to two new units in the Paris region. The first opened in the heart of the capital at the beginning of the year, Moxy Paris Bastille (185 rooms), and the second opened in fall in the greater Paris area, Moxy Paris Charles de Gaulle Airport (292 rooms). Another Moxy with 272 rooms was announced in December, alongside a Sheraton with 570 rooms (article in French), to be located in one of the twin towers to the north-east of Paris, Les Mercuriales, former office premises that will be converted into hotels by 2020.

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