Marriott International has announced the expansion of its Series by Marriott brand to Europe for the first time after agreeing deals for 11 properties across the UK and Italy.
Series by Marriott, which was launched as a midscale “collection” brand in 2025, will make its European debut with six hotels in Italy and five locations in the UK. Currently, Series by Marriott’s hotels are primarily located in India and the US.
In a statement, Marriott said it had reached a deal with Amapa Group in Italy to add Series properties in Montesilvano, Peschici, Pomezia, Rimini, Valmontone and Venice. It will also introduce five hotels in the UK through a partnership with Splendid Hospitality Group, including three properties in London.
Neal Jones, president of the EMEA region at Marriott International, said there was “strong demand” for affordable accommodation across Europe.
“We see strong potential to further expand the Series by Marriott brand across the continent, which has been created to bring established, regionally relevant brands and hotels into the Marriott portfolio with industry-leading revenue generation capabilities and affiliation cost structures,” added Jones.
Series by Marriott aims to offer “reliable, affordable accommodation complete with all the essentials”, including “Grab and Go” food and beverage facilities for guests.
Marriott said in a statement that the expansion of Series into Europe would “build on momentum” in the midscale sector. The company launched another midscale brand, Four Points Flex by Sheraton, in Europe in 2023, which now has 40 open hotels across seven countries.
Jerome Briet, Marriott’s chief development officer, EMEA, said midscale was “one of the most dynamic growth segments” in Europe.
“We remain focused on building on the rapid expansion of midscale offerings in the region to meet the demand of owners and franchisees looking for an efficient conversion of an existing hotel or portfolio of hotels,” added Briet.
In Italy, five existing properties will be rebranded under the Series by Marriott name in Montesilvano, Peschici, Pomezia, Rimini and Venice, as well as the development of a new-build hotel in Valmontone. UK properties will include existing hotels in the Earls Court, Euston and Kings Cross areas of London.