Marriott International is to use its “select service” brands to continue its growth across Europe over the next two years.
These brands, which include AC by Marriott, Moxy Hotels, Courtyard by Marriott, Residence Inn by Marriott, Aloft Hotels, Element Hotels and Four Points by Sheraton, currently account for more than 50 per cent of Marriott’s planned pipeline of new hotels across Europe.
The ”experiential” Moxy brand will drive much of this expansion with 26 properties set to open across the continent in 2022 and 2023, including hotels in Liverpool, eastern Paris and Pompeii in Italy.
Marriott is also set to bring its Fairfield by Marriott brand to Europe for the first time next year with hotels at Amsterdam’s Schiphol airport and the Fairfield by Marriott Copenhagen Nordhavn in the Danish capital.
The hotel company said that demand for extended stay brands remains “extremely resilient” in Europe, with four Residence Inn aparthotels opening in 2021 across Europe. They will be followed by 15 more Residence Inns in 2022 and 2023 in cities such as Naples, Vienna and Paris.
Marriott added that conversions were also an “important driver of rooms growth across Europe”, particularly independent hotels who are looking to join Autograph Collection Hotels, The Luxury Collection or Tribute Portfolio so they can take advantage of the hotel giant’s distribution systems.
The company has just celebrated the opening of its 1,000th hotel in the wider Europe, Middle East and Africa (EMEA) region with the debut of The Westin London City hotel in central London.
Marriott expects to add more than 200 properties and 38,000 rooms across the entire EMEA region by the end of 2023.
Satya Anand, president, Marriott International, EMEA, said: “Last year alone, we opened nearly 90 properties across EMEA, including brand debuts in destinations such as Ibiza, Reykjavík and Cairo, as well as additional openings in established markets such as London and Dubai.”