Marriott's European expansion: hotel conversion and adaptive reuse

2 min reading time

Published on 16/04/24 - Updated on 17/04/24

Luxembourg Marriott Hotel Alfa

Marriott International is set to accelerate its growth trajectory in Europe, with plans to add nearly 100 properties and more than 12,000 rooms to its portfolio through hotel conversions and adaptive re-use projects by the end of 2026.

This ambitious expansion, announced at the International Hospitality Investment Forum in Berlin, reflects the confidence that owners continue to have in the company.
These new properties are expected to account for more than 40% of Marriott International's development projects in Europe over the next five years. Today, Marriott has a strong portfolio of more than 800 properties with nearly 150,000 rooms across 25 brands in 47 countries and territories in Europe.

“We continue to see meaningful growth across Europe through conversion and adaptive reuse opportunities, reinforcing the confidence our owners and franchisees have in Marriott International as they look to reposition assets and maximise returns. Conversions with Marriott offer owners and franchisees the opportunity to leverage our well-established brands, competitive affiliation costs, the company’s powerful revenue generation engines and Marriott Bonvoy – our award-winning travel programme with more than 200 million members.” -  Satya Anand, President, Europe, Middle East & Africa, Marriott International

Marriott's conversion and adaptive re-use initiatives are gaining traction in countries such as Italy, the UK, Spain and Turkey, across all brand segments. Notably, the introduction of Marriott's new mid-market brand, Four Points Express by Sheraton, in 2023, has catalysed conversion opportunities in response to the growing demand for reliable and affordable accommodation in Europe, the Middle East and Africa.
In the select segment, brands such as Moxy Hotels, AC Hotels by Marriott, Four Points by Sheraton and Residence Inn by Marriott are expected to account for more than 25% of the company's planned additions through conversions and adaptive re-use projects in Europe by 2026. Similarly, Tribute Portfolio and Autograph Collection are expected to account for more than 20% of planned additions in the upscale segment.
In addition, Marriott is seeing an increase in conversion and adaptive re-use opportunities in the luxury segment in Europe. Brands such as The Luxury Collection, W Hotels, The Ritz-Carlton and St. Regis Hotels & Resorts are expected to contribute more than 10% of additions in the region by the end of 2026.

“We are seeing significant interest from independent hoteliers, developers and investors looking to leverage the efficiencies and advantages of renovating and rebranding existing hotels and properties. Adding an existing property to our portfolio provides access to Marriott Bonvoy, our well-established loyalty programme, our sales and marketing platforms and our global customer base. This in turn gives Marriott the opportunity to further expand the breadth of our brand portfolio for our guests and members. We are particularly seeing momentum across The Luxury Collection, Autograph Collection and Tribute Portfolio brands which allow hotels an opportunity to keep their identity and personality while pulling into the power of Marriott’s global systems.” -  Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International


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